Cannes Lions
ANONYMOUS CONTENT, Culver City / CLASH OF CLANS / 2016
Overview
Entries
Credits
Description
In our research looking for stories from real players, known as “clashers”, we stumbled upon a video of a battle a clasher named “CamaroBro” had posted to Youtube. By battle’s end, he’d lost his entire army except for the most unlikely of fighters: a chubby little troop called a Lava Pup. The pup singlehandedly wins the battle for CamaroBro and the overall war for the entire Clan.
The classic hero’s journey. To outsiders, the game might look like tiny characters running around on an iPhone, but to players, stories like this were stuff of legend. We just needed give it its due by making it feel that epic to everyone. So, we transformed
CamaroBro’s story into “The Legend of the Last Lava Pup”, asked 2-time Oscar winner Christoph Waltz to be the narrator, and put the “Legend” on the big screen before Star Wars and other winter blockbusters around the
Execution
We wanted players and outsiders to appreciate the awesomeness of the story, so we knew its narrator needed to be greatly revered by audiences. But because the charm of Clash of Clans comes from its irreverent humor, the narrator needed some comedic ability and a funny co-star to serve as his foil. We needed great actors who could be big and dramatic, but for laughs. The character Waltz brings incorporate the perfect mixture of serious, but not serious, but kind of serious we were trying to create. Christoph Waltz was cast first as our narrator, but we discovered a clip of Christoph on The Late Late Show with James Corden. They had never performed together, but seemed to have the chemistry for which we were searching. Corden’s baby-faced enthusiasm for the story’s protagonist is just the right counter to Waltz’s dry, deadpan Austrian charm.
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