Haaland Payback Time

Clash of Clans / DAVID New York + DAVID, New York

CREARCHIVE Score

270.2

Clash of ClansHaaland Payback Time2025

Case Film

Campaign Images

BrandClash of Clans

AgencyDAVID New York + DAVID, New York

Award ShowD&AD

CategoryFILM

Year2025

CountriesFinland, United States

Description

In 2024, we made Erling Haaland the first real person in Clash of Clans—giving fans a reason to play. But what about his haters? We gave them what they always wanted: revenge. The Payback Time Challenge let rivals raid the village Haaland spent over a decade building the game. Billboards near rival stadiums and real-time ads fueled the rivalry, while rival football stars urged fans to take him down. Unlike other brands, we didn’t just engage his fans—we turned his millions of haters into Clash of Clans lovers.

Awards

• Cannes Lions — D02 - Partnerships with Sports Talent — Grand Prix
• Cannes Lions — B06 - Innovative Use of Influencers/Creators — Gold
• Cannes Lions — C01 - Audience Engagement/Distribution Strategy — Gold
• Cannes Lions — A05 - Media/Entertainment — Silver
• Cannes Lions — B03 - Esports & Gaming — Silver
• Cannes Lions — C05 - Gaming — Bronze
• Cannes Lions — D02 - Partnerships with Gaming Talent — Bronze
• Cannes Lions — A05 - Media/Entertainment — Shortlist
• Cannes Lions — B03 - Esports & Gaming — Shortlist
• Cannes Lions — B03 - Mobile Games — Shortlist
• Cannes Lions — B06 - Innovative Use of Influencers/Creators — Shortlist
• Cannes Lions — C01 - Audience Engagement/Distribution Strategy — Shortlist
• Cannes Lions — C05 - Gaming — Shortlist
• Cannes Lions — D02 - Partnerships with Gaming Talent — Shortlist
• Cannes Lions — D02 - Partnerships with Sports Talent — Shortlist
• Cannes Lions — D02 - Use of Mobile — Shortlist
• Cannes Lions — E04 - Social Behaviour — Shortlist
• D&AD — Entertainment, Direct, Experiential: Activation & Participation, Digital Marketing — Yellow Pencil