To celebrate Clash of Clans’ 10th anniversary, we celebrated their 40th.

Starting with a 20-minute documentary featuring decades of totally fabricated history, leaving fans questioning everything they knew about Clash, video games, and their own realities.

There were a few things that, while still fake, we actually made for real.

Like three decade-specific video games that were all playable in the Clash of Clans app on a little arcade machine in players' villages.

Each decade of our story had its own unique look, from the Clash logo to the artwork for the game, including posters, packaging, and more. 

We even “reissued” a bunch of nostalgic products and collaborations “from the past.”

Like an actual cereal we made with General Mills, a grape soda, limited edition packs of Garbage Pail Kids available on Topps.com, and decade-specific Champion fits.

We created a bunch of fake retro commercials dripping with nostalgia from each decade.

We held an AMA with one of the “founders” to keep spreading this Mandela Effect across Clash’s community of over 300 million fans.

And we told the story of Barbarian’s journey through time in the Clash Cinematic Universe.

In the end, our campaign officially rewrote the history of the most successful mobile game of all time.

Awards

Cannes Lions - Grand Prix (Entertainment)

Cannes Lions - Grand Prix (Gaming)

Cannes Lions - Titanium Shortlist

One Show Best of Discipline (Gaming)

One Show Gold (Branded Entertainment - Games / Gaming)

One Show Gold (Gaming -Community Building)

One Show Gold (Gaming - Game Marketing)

One Show Gold (Interactive & Mobile Craft - Visual Craft - Art Direction)

One Show Silver (Integrated - Craft - Art Direction)

One Show Silver (Interactive, Online & Mobile - Online-only Video - Single)

One Show Bronze (Integrated - Integrated Campaign)

One Show Bronze (Direct Marketing - Integrated Campaign)

One Show Shortlist (Branded Entertainment - Long Form Video - Single)

D&AD Graphite Pencil (Digital - Integrated)

D&AD Graphite Pencil (Entertainment - Scripted Long Form)

Webby Awards Winner (Best Documentary)

Webby Awards Nominee (Best Writing)

Webby Awards Nominee (Best Branded Content - Media & Entertainment)

Grand Clio (Film)

Gold Clio (Digital/Mobile - Multi-Platform/Cross Channel Storytelling or Experience)

Gold Clio (Film - 5 Minutes and Over)

Silver Clio (Direct - Gaming)

Gold Andy Award (Idea)

Gold Andy Award (Craft)

Shorty Awards - Bronze (Art Direction)

Shorty Awards - Audience Honor (Art Direction - Gaming)

Press

FastCompany’s 5 Best Ads of 2022

AdWeek’s 20 Campaign’s Creatives Think Will Win Big At Cannes

AdAge’s Cannes Lions Predictions: Top Creatives Pick 41 Campaigns To Win Big In France

Gamespot

Bleeding Cool

PocketGamer

HITC

Fansided

VentureBeat

Player.one

Gaming on Phone

Shots.net

AdAge Creativity Editor’s Pick

Creative Directors: Lawrence Melilli, Darcie Burrell

Art Directors: Katie Willis, Nick Howard, Liam McKay

Copywriters: Ryan Snyder, Nick Stoner, Will Curtis