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Clash from the Past

Award: Graphite Pencil

Graphite Pencil / Digital / Integrated / 2023

Award: Graphite Pencil

Graphite Pencil / Entertainment / Scripted Long Form

Instead of celebrating Clash of Clans’ 10th anniversary, Supercell celebrated a fake 40th anniversary, set in an alternate universe where Clash had existed since 1982. To do it, Wieden+Kennedy created an entirely made up 20-minute documentary. It covered 40 years of history, and was shot on five different era-specific cameras. The team created commercials for fake products, fake interviews for fake morning shows, and even scenes from a fake movie. At the heart of it were three games that were made for real: an 80s arcade platformer, a 90s racer, and a 2000s-era RPG. Even though the games were playable, everything was a work of fiction.

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