CLASHIVERSARY 2025
Clash of Clans had just turned 13, and instead of a typical anniversary, I helped Supercell deliver a two-month campaign packed with story, nostalgia, and community-driven chaos. Inspired by the beloved Clash-A-Rama series, Clashiversary brought fans back into the fold with a mysterious vault, a fan-favourite new character, and an unfolding narrative across in-game events and social platforms. The result? Record-breaking engagement, a major boost in reactivated players, and the highest daily active users Clash had seen all year. Here’s how I lead the creative to bring it all to life.
CASE STUDY FILM
As part of the creative effort, I invented an original character named Barry, who served as the central character of the campaign. After being locked away for 13 years, he uses his newfound freedom to experience how the world of Clash has evolved since its inception. An immediate fan favourite, he also acted as an in-world proxy for lapsed players to get up to speed on all the changes to the game.
"This campaign was a huge undertaking, spanning two full months, so we knew it had to be something the community could really connect with. The team at Waste absolutely nailed it, especially with Barry. He became the heart of the campaign and helped tie everything together across both months in a way that felt natural, fun, and totally Clash. It was one of the most community-resonant narratives we’ve ever run, and the results were way above our expectations." — Fernando Ferri, Senior Community Manager at Supercell
The Clashiversary campaign proved the power of community-driven storytelling.
Over the course of the campaign, 109 million engagements were delivered — smashing the target set by more than 150% — and helped Clash of Clans reach its highest daily active users in over 18 months.
The narrative approach reconnected the community, driving a 21% uplift in re-engaged lapsed players and a 5% boost in new users. Sentiment surged, with positivity hitting 29%, up from a previous yearly average of 20%.
And the breakout star of it all? Barry. His farewell video alone reached an 11% engagement rate, more than double the campaign average — turning a one-off character into a beloved icon.