Royals joining the fight again
Young Lions Finland 2026 PR Silver
The brief:
The aim is to create a newsworthy topic that spreads across multiple channels, while building a PR strategy that strengthens the reputation and business of both parties. The campaign should dare to break the mold and position Supercell × (RED) as a modern, culturally relevant force for good — delighting and inspiring millions of Supercell players as well as broader audiences.
The campaign should demonstrate how players can participate and make a real-world impact, while bringing (RED) back into everyday conversation. The objective is to create a phenomenon that feels meaningful and resonates emotionally. The campaign culminates on December 1st, World AIDS Day, and leverages one, several, or all of Supercell's games. The goal of earning international media attention.
Print description:
In 1987, when fear and misinformation defined the global conversation around AIDS, Diana, Princess of Wales, changed the narrative with a single act. By publicly shaking hands with people living with HIV, she used her royal platform to challenge stigma, humanize the crisis, and show that influence carries responsibility. That moment became a turning point in the global fight against AIDS.
Decades later, the game is still not over. Millions of people still live without access to HIV treatment — not because solutions don’t exist, but because attention has moved on. In 2026, the challenge is no longer awareness alone, but relevance: how to reconnect a new generation to a fight that still matters?
The insight behind this print work is simple: all royals have a platform and responsibility, even if they are gaming characters. In Supercell’s Clash Royale, royals are central characters followed by millions of players worldwide. Through collaboration with (RED), Supercell carries forward a legacy of royal influence into the spaces where modern audiences spend their time.
The creative idea connects an iconic moment in history to the digital world of gaming, while reminding that the act remains the same: to keep fighting. Even though the message is serious, this print avoids doom, and relies on empowerment instead.