BRAWL STARS
Supercell asked us to create a launch campaign on Instagram as they are finally going from beta to global with their game mobile game, Brawl Stars. Fans have been following them for a long time now, anxiously waiting for the good news. What was so interesting was that a majority of these followers on their Instagram have actually never even played the game because they haven't been able to. When we received special access to their beta, I immediately wanted to play and get a feel of the game myself—I wanted to create what I'd want to see as a fan if I'm finally hearing the global launch news.
USER ACQUISITION AD: BRAWL FALLS
This game is designed for people to enjoy quick rounds of arcade-like games with bots or other players, on their mobile phone, anywhere and anytime. You can consider this game as a micro version of League of Legends without heavy time investment or pressure. Our main goal was to get people to download the Brawl Stars app within the 6-second longevity of the ad. We started off with an introduction to some of the characters from the game displaying of their skills as the letters fall and form the word "BRAWL" to illustrate how any moment can turn into a brawl, and then transition into gameplay footage.
STORYBOARD
OPEN with Supercell logo.
El Primo steps forward with signature showmanship as a giant letter "B" slams to the ground behind him.
Pan right and the letter “R” follows, as Penny steps in front and fires her cannon.
“A” falls as Poco steps in front with his guitar.
“W” falls as Piper floats in front with a wave of her Gunbrella.
As the “L” falls, completing the word “BRAWL,” Dynamike fails to move in time and is crushed under the letter.
His dynamite then explodes, and purple gems spread out in view of the other characters.
As they look at the gems and then at each other, we transition to gameplay of Gem Grab with CTA.
BAND OF BRAWLERS
One of the best aspects of Brawl Stars is the camaraderie of play, through which friends can form bands and compete in real-time.
Building off of the existing “Congratulations” and “Find a Band” posts, these carousel units will highlight how players can brawl with their friends as well as fuel the competitive spirit by showcasing the best bands of brawlers. Content will include: almost-instant replays of the instant mayhem with commentary, notable band and player profiles, and the latest rankings.
We can activate the NDA Club to participate and asking the community to submit their best plays each week. In addition, we could repurpose video from the Brawl Stars Tournament to create a wide range of tiered content (i.e., global, continental, national).
CREDITS
Agency: Attention Global
Creative Directors: Ben Krantz, Tim Gunatilaka
Associate Creative Director: Terry Lee
Senior Copywriter: Jonathan Miller