Nabila Basher

Candy Crush - Unwrapped

Candy Crush Saga, a 'match 3' game, was launched in 2012 and has since become a global sensation, with millions of players worldwide. Despite its popularity, the game remains relatively unknown to non-players, presenting a unique challenge for the brand.The challenge is to create a new campaign that not only raises awareness of Candy Crush Saga but also generates buzz among younger audiences. We must transform the game from being associated with a specific demographic to something more current and trendy.

“Candy Crush UnWrapped introduces a new way of destroying some candies! It is an exciting collaboration combining the fun of this matching strategy game with Spotify to enable customizable in-game music. Players are not only able to listen to their favourite music while playing the game, but are also given interesting personalized content to easily flaunt their progress and achievements with friends and followers on social media.”