Royals Joining the Fight Again
2026 · Young Lions Finland · Print · Creative & Art Director
The brief
Create a print-led idea that visually unites Supercell and (RED), translating the agency and collective power of play into a bold, iconic static expression of why this collaboration matters in 2026.
The idea
Connecting Princess Diana’s iconic stand against HIV stigma with Clash Royale’s digital royals to show that every royal has a platform — and a responsibility to keep fighting.
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 a 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. Rather than relying on doom-and-gloom messaging, the print focuses on empowerment.