King is the producer of well-known mobile game, Candy Crush Saga. It has created 12 live app-based games and boasts 238 million active players per month. Although the brand was highly visible among consumers, it wanted to focus some attention on its culture of connection, reward and inspiration that employees love. It needed a hero employer brand film that would reflect this culture so future talent could really ‘get’ the King experience and want to be a part of it. The film aimed to achieve three things: to breathe life into its mission statement ‘Making the world playful’; to showcase the impact of its games on a global scale; and that the film would rival consumer films with its quality.

Using data from the Consumer & Player Insights Team on its largest consumer markets, Wiser selected five global locations or ‘Kingdoms’ – UK, India, Japan, Germany and the US. It would bring these culturally contrasting countries to life, with 15% filmed in a studio to stick to budget. Forty-five ‘Kingsters’ were invited to be extras in the film and more than 70 employees contributed. The film was launched at KingfoMarket, its annual event in Barcelona, introduced by King’s president Tjodolf Sommestaf. It even contained a number of ‘easter eggs’ from the company’s games, subtle elements that only keen eyes would spot.

Using a bespoke refractive wave transition technique, the production team showed through lighting how King’s playful culture leaves joy and colour in its path. The film was launched across LinkedIn, TikTok, Instagram and YouTube across a three-month campaign. King also took over job site gamesjobsfirect.com, reaching a number of its key target audiences. The campaign reached more than 12 million potential candidates and improved conversions significantly compared to the previous period.