Candy Mascots: Haunted House & Cosy Up
The Project
For global gaming giant King, we created two bold, candy-fuelled comedy spots to inject seasonal fun into the Candy Crush brand, with one launching on Halloween and the other on Valentine’s Day. Each short film starred Candy Crush mascots dropped into classic genre setups; a creepy horror spoof and a rom-com.These were unmistakably Sunday Treat: character-led comedy, elevated by cinematic production design, brilliant performances, and slick art direction. The result? Highly watchable, scroll-stopping content that felt different to anything else in the mobile gaming space.
Challenge
Candy Crush is one of the world’s most downloaded apps, but like any long-running title, it faces the challenge of staying relevant; especially with younger audiences who didn’t grow up crushing candy. Our challenge was to:
- Reignite interest in a well-loved but familiar brand
- Deliver seasonal campaigns that cut through the noise during Halloween and Valentine’s
- Blend character-driven comedy with product visibility, without feeling like a hard sell
- Create content that could land on TikTok, Instagram, and YouTube with ease and energy
From a production standpoint, we needed to build two genre-specific worlds with custom art direction, costumes, and creature design all within super quick turnaround times and whilst integrating game footage in a way that felt native and unobtrusive.
The Solution
We leaned into what we do best: comedy with craft. For each campaign, we wrote and produced tight, genre-savvy scripts that placed Candy Crush mascots in hilariously unexpected scenarios, showing off both their personalities and the app itself.
We shot both films on location, with standout art direction, great actors, and a tone that was more Wes Craven-meets-Wonka than corporate campaign. The gameplay footage was worked into the story, showing people the familiar Candy Crush interface.
In addition to the hero films, we produced a full suite of shorter social cuts, optimised for platform-specific placements; ensuring the campaign delivered reach, engagement, and performance across the board.
Distribution Channels
- YouTube
- TikTok
