‘Candy Crush Saga’ Finds Itself Everywhere IRL In 10th-Anniversary Campaign

There’s always that one person on the bus or train who plays Candy Crush out loud, oblivious to the world around them. Apparently, this sighting has been an occurrence for nearly a decade, as the game celebrates its 10th anniversary this November.

We won’t lie to you—after getting through hundreds of levels, Candy Crush Saga’s winning combinations were all we saw beneath the blinds of our eyelids at the end of the day. The folks at advertising agency DAVID Madrid apparently relate with this phenomenon. Tapped by mobile game maker King to work on the puzzler’s 10th-anniversary campaign, the agency pictures Candy Crush Saga’s colorful patterns all over the real world.

From bowling ball grids to the vibrant rows of cases you see in smartphone shops, the message is clear: there’s no escaping the game. The brand is using the activation as a reminder that wherever you are—be it on the daily commute or lining up for lunch—you can always pick up your phone for a casual round of Candy Crush to kill time.

“Anyone who’s played Candy Crush Saga knows that once you get going, the game seems to show up all over the place. And that got us thinking, what if we took this and made a whole campaign about it?” ponders Saulo Rocha, Chief Creative Officer at DAVID Madrid.

Real-life scenarios reminiscent of Candy Crush combos are now being displayed on billboards in the UK and US, including at Times Square in New York City, inviting onlookers to play the game with their eyes.

Delicious!🍬 Our first campaign for Candy Crush is out! #10YearsOfFun @weareDAVIDmad pic.twitter.com/km9e0wDUbP

— Francesc Enrich (@fenrich_) September 5, 2022

[via DAVID Madrid]