The Price of Corn
2026 · Young Lions Finland · PR Silver · Creative & Art Director
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 is to earn international media attention.
Partner: Susanna Heinonen, Content Creative & Copywriter
My role: Creative & Art Director
The idea
On the day before World AIDS Day, Hay Day removes all corn from the game.
The insight
In regions heavily affected by HIV/AIDS, corn is both a staple crop and a source of livelihood. In Hay Day, corn is just as essential to keeping the game running.
Resources travel across the world. Lifesaving treatment often doesn’t.
How it works
Hay Day removes corn from the game before World AIDS Day. Players can earn it back by collectively growing 9 million medicinal crops — one for every untreated person living with HIV. Once completed, Supercell donates the challenge’s in-game revenue to HIV treatment in corn-producing regions.
