King backs new Candy Crush game with global ad push

King Digital Entertainment has launched a global ad campaign to promote its new game Candy Crush Soda Saga.

The spot, created by WCRS, who won the business in April this year, starts with a bored woman waiting at a bus stop in a busy New York street. But when she starts playing Candy Crush, the street becomes fun as people transform into sweets.

It was created by Alex Bingham and Conrad Swanston, directed by Traktor. Starcom MediaVest Group is the media agency.

The global integrated campaign also includes outdoor ads, which will be displayed on buses, trains, taxis, train stations and large digital screens at London Waterloo and Piccadilly Circus, to encourage commuters to download the game.

Smart phones will also be served with ads to encourage downloads.

The campaign will run in 20 countries in the run up to Christmas, including London, New York, Sydney, Paris and Berlin.