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Creative

Candy Crush Ups the Ante with Record-Breaking Live Gameplay Experience

UNIT9 teams with M&C Saatchi Sport & Entertainment to project Candy Crush Friends Saga onto a 26-story building in New York

Candy Crush Ups the Ante with Record-Breaking Live Gameplay Experience

Candy Crush fans can’t get enough of the game, so M&C Saatchi Sport & Entertainment and UNIT9 wanted to up the ante with the release of Candy Crush Friends Saga. The biggest, loudest, most jaw dropping way to shout about the new game? To set a world record. 

Scores of fans and celebrities gathered at Brookfield Place, New York to see the game illuminated on a 26-story building, thrilling fans and setting a new world record for the largest architectural projection-mapped game ever. Two lucky megafans were chosen out of millions of applicants to unveil the experience. Before building the real thing, UNIT9 created a 1:100 scale prototype for testing. A mini version of the system with a single media server and projector was then set up to run initial tests on how the game server and projection software would interface. When it was play time, custom vinyl was applied to the building’s over 300+ windows. This allowed 60% of daylight to penetrate the windows, but prevented 60% of internal light from coming out. The outcome was much punchier projection mapped image, with brighter colours and more light.

Two custom levels of the game were also built together with King Development, which were mapped seamlessly to the building’s architecture. To create intrigue in between gameplay, an additional six minutes of original content was created, including ambient falling candies.

Sebastian Knutsson, co-founder and chief creative officer at King said: “We are very fortunate to have such a big community of fans and we wanted to take the opportunity to invite a select few to come and play a key role in launching the newest game in the franchise, rewarding them with a gameplay experience like no other. We flew in two mega fans to officially unveil the new game and its new 3D look in the most epic way – through a world record-breaking live projection! We hope all Candy Crush fans around the world enjoy the new game as much as we loved launching it at this epic event!”

Kate Lynham, creative director, UNIT9, said: “To work out whether Tiffi had enough fish, or to check that the Nutcracker had the right cupcake, immersing ourselves in the Candy World was essential and so the team developed a brand new language to get this job done. To come away from the experience with a world record, was just the cherry on the top of the sweet candy cupcake.”

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Client

Brand: King

Creative Agency

Creative Agency: M&C Saatchi Sports & Entertainment

Production Company

Production Company: UNIT9

Creative Director: Kate Lynham

Category: Gaming , Sports and leisure

Genre: Experiential , Visual VFX