Problem: Clash of Clans was the biggest game in town, but after a decade, players were losing passion, and dropping out. The game was partnering with Erling Haaland - but what to do with him?

Insight: Hate is more passionate than love. Yes, players could use Haaland the character in-game. But Haaland was also a real Clash player. And thanks to his performance on the pitch, he had millions of fans of rival teams wanting to get even.

Idea: Payback Time. We gave players the chance to raid Haaland’s in-game village, with a tasty bounty if they did. Then we used all the football media we could: at stadia, in sports pages, reactive social - to stoke the hate, and make them hungry for revenge.

Result: Installs rose 150% WoW at launch. Almost 8bn impressions, with a lot of organic. 34m raids on Haaland’s village, taking home almost 12tn gold. And we took home a Cannes Grand Prix, and Entertainment Agency of the Year 2025.