Is Your Door in the Draw – People's Postcode Lottery | Clapboard Ad Archive

Dragon Egg Hunt - Raid: Shadow Legends | Clapboard Ad Archive — archive collection thumbnail

Dragon Egg Hunt - Raid: Shadow Legends | Clapboard Ad Archive

The Dragon Egg Hunt campaign for Raid: Shadow Legends, launched in Poland in 2023 by Zorka.Agency, represents a pioneering fusion of augmented reality and influencer marketing within the gaming sector, delivering an innovative narrative experience that extends the game’s fantasy world beyond the screen and into players’ real environments. Centered on a seamless, app-free AR quest accessible through a mobile website, the campaign allowed players to use their in-game IDs to open portals anywhere, inviting them to encounter the iconic Dragon boss and search for hidden dragon eggs within mysterious chests, unlocking prizes as they moved through physical spaces. This approach strategically addressed a critical insight into gamer behavior: the appetite for immersive, interactive experiences that deepen engagement by merging virtual storylines with tangible exploration. The campaign’s execution leveraged influential gaming bloggers who acted as authentic guides, translating the virtual adventure into compelling real-world journeys that resonated with both existing fans and newcomers, thus amplifying reach and credibility. By eliminating the friction of app downloads and embracing mobile web technology, the campaign maximized accessibility and participation, broadening its appeal within a competitive market dominated by traditional digital gameplay and influencer-driven promotions. From a creative standpoint, what Clapboard’s taxonomy classifies as FORMAT#11—Unique Personality Property—underpins this campaign’s standout feature: the transformative AR treasure hunt that brings an emblematic in-game boss into reality, spotlighting Raid: Shadow Legends’ distinctive gameplay identity and its capacity for inventive storytelling. The campaign’s sound design, featuring Alec Koff’s Thousand Hits, Pt. 12, complemented the immersive atmosphere, while Zorka.Agency’s end-to-end management ensured a polished, legally compliant rollout. The Dragon Egg Hunt not only invigorated player enthusiasm by blurring the lines between digital and physical realms but also demonstrated the brand’s commitment to pushing experiential boundaries in gaming communication. Clapboard rates this campaign 63/100. This campaign matters to the industry because it illustrates how gaming brands can harness augmented reality and influencer partnerships to craft interactive narratives that engage audiences beyond conventional screen-based experiences.

My Mum, Your Dad - JD Williams | Clapboard Ad Archive — archive collection thumbnail

My Mum, Your Dad - JD Williams | Clapboard Ad Archive

JD Williams’ My Mum, Your Dad campaign, launched in 2023 by House 337 to support its sponsorship of ITV1, ITVX, and STV’s midlife dating series, demonstrates a confident alignment of brand purpose and platform, using unscripted moments with brand ambassador Davina McCall as its primary device for engagement. As the eponymous dating show disrupts conventional narratives around romance over 45, the idents anchor JD Williams directly into the series by featuring Davina in relatable, heartfelt exchanges with women who bring real, unvarnished perspective to dating, families, and the realities of navigating love in midlife. By leveraging the authentic voice and enduring credibility of Davina McCall, the campaign applies what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, ensuring continuous brand recall with a figure who resonates deeply with the target audience and the spirit of the show. This approach extends seamlessly across TV idents and supporting social executions, where concise, myth-busting anecdotes cut through stereotypes and comedic self-deprecation delivers both warmth and wit. JD Williams’ strategy distinctively prioritizes representation and affirmation for women aged 45 and over, connecting its inspirational fashion and lifestyle offering to the social and emotional context explored onscreen—a move that stands apart from more traditional retail promos by Next or Marks & Spencer, which often revert to generic notion of timelessness or ease-of-shopping, and from more niche, influencer-led storytelling from brands such as Draper James, Simply Be, or Phase Eight. The collaboration with House 337 builds on the creative foundations set by JD Williams’ earlier SS23 campaign, creating considered continuity in its mission to reframe ageing and midlife for women, making the brand more than a retailer but a vocal category advocate. The market category—Media/Entertainment—fuels a natural synergy here: viewers in their 40s, 50s, and beyond see themselves reflected in both content and context, and the brand’s ongoing partnership with Davina McCall makes each communication point feel like a familiar conversation rather than a sales pitch. The campaign earns a 63/100 in Clapboard’s global creative archive. For a sector that has historically underrepresented the vibrancy and complexity of midlife women, My Mum, Your Dad signals a decisive shift in tone and depth, demonstrating that the most effective partnerships between brands and media rest on authentic affinity, not opportunistic alignment.

Challenger - Optic 2000 | Clapboard Ad Archive — archive collection thumbnail

Challenger - Optic 2000 | Clapboard Ad Archive

Optic 2000’s 2024 Challenger campaign, devised by Australie.GAD, signals a category-defining pivot for the Media and Entertainment sector by launching France’s first visually impaired e-sports competitor onto the national gaming stage, with Salim Ejnaïni taking on Trackmania at the renowned Gamers Assembly backed by a haptic belt developed with adaptive tech start-up Artha. For a market with over 2 million visually impaired consumers — and a global audience of 223 million e-sports enthusiasts — the campaign parses a potent insight: competitive gaming has been a largely inaccessible arena for those with disabilities, despite the sector’s self-professed inclusive ethos and tech-forward attitude. By sponsoring Salim, a blind athlete who lost his sight at 16, and enabling him to challenge sighted opponents using an AI-powered belt that translates digital terrain into tactile signals, Optic 2000 directly connects its established brand equity in autonomy and accessibility to a live, public demonstration of barrier-breaking at one of France’s largest tournaments, positioning itself distinctively against peer French retail groups like Afflelou and Krys or international vision tech giants such as EssilorLuxottica. The creative approach is anchored in a real-world achievement that eschews a traditional narrative arc, instead using what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, making Salim’s performance the focal point and invitation for audiences with vested interests in gaming, tech, and disability empowerment to reimagine what is possible when artificial intelligence and sensory engineering converge in consumer products. The campaign engages diverse touchpoints: a mass-affinity e-sports environment, earned media amplification, direct brand advocacy, and demonstrable social impact by showing a visually impaired gamer defeat the majority of his sighted peers on equal footing. AI is not presented as a futuristic abstraction or a corporate R&D talking point, but as a functioning, user-validated tool that broadens the participation spectrum in culturally relevant arenas—gaming as an entertainment platform and competitive social space. The partnership with Artha infuses differentiation into Optic 2000’s broader retail narrative, providing a technology platform that is as much about redefining real-world autonomy as it is about staking a leadership position in the future of adaptive devices. The campaign earns 69/100 in Clapboard’s global creative archive. For the industry, Challenger proves that meaningful inclusion in media and entertainment can be achieved not by rhetorical gestures but with platform-level interventions that merge user aspiration and robust, accessible design.

Grow Together - Hay Day | Clapboard Ad Archive — archive collection thumbnail

Grow Together - Hay Day | Clapboard Ad Archive

Grow Together is Supercell’s 2026 Hay Day campaign, developed with Mischief @ No Fixed Address, that leverages a high-profile creative centerpiece — longtime player and celebrity Lance Bass — to reframe the casual farming title as a platform for community engagement and real-world social impact within the media and entertainment category. In a move that aligns with what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities, the campaign enlists Bass’ presence and pop culture familiarity not as superficial endorsement but as a structural narrative device, featuring him alongside puppets to guide audiences through the new Grow Together initiative. This in-game Neighborhood Nurture Event rewards cooperative gameplay, incentivizing players to join forces with friends rather than farming in isolation, and crucially, ties virtual achievement to tangible environmental outcomes: if enough milestones are met collectively, Hay Day will fund the planting of thousands of trees with the Rainforest Alliance, integrating a purposeful giveback into the mechanics of play itself. The use of Bass, a genuine advocate for the brand and visible personality, amplifies recall and credibility while charting a direction for mobile gaming that sits apart from the solitary focus of key competitors such as Candy Crush Saga or Stardew Valley, both of which lack this dimension of ongoing, celebrity-driven community activation. By combining integrated film content with a sustained presence across core social channels, and driving traffic to both the campaign-specific site and Hay Day’s established platforms on iOS, Android, and Kindle, the effort sustains engagement within an extensive US player base — reflected in a campaign video surpassing 369,000 views and a lively stream of social commentary. Where the broader mobile farming competition emphasizes personal progression or nostalgic simulation, Hay Day with Mischief @ No Fixed Address asserts a narrative of collective achievement, social responsibility, and environmental stewardship, substantiating its brand position as best farm ever not through features alone, but through an actionable vision of shared impact built into the game loop. Clapboard rates this 78/100. Hay Day’s Grow Together demonstrates how the world’s top mobile games can use format-driven storytelling and cultural cachet to close the gap between digital fun and real-world consequence, signaling a market where players expect entertainment to enable meaningful collective action.