Campaign Introduction

My Book Shop team and I worked on this Clash Royale campaign for The One Show in January 2025. We were given a brief that asked us to create “a brand campaign to relaunch Clash Royale into the world.” The brief compared the mobile game Clash Royale to sports, highlighting victory vs. defeat. When we started thinking about winning and losing, we landed on the insight that losing is a bigger motivator than winning. After all, what motivates us to get back up after a loss, or even a string of losses? The answer to that is, well, losing. When we lose, and lose, and lose, we are even more inspired to win. So, we built a campaign around this insight – writing copy that would encourage players to lose (and lose and lose) until they finally got that satisfying win. You learn a lot more from losing than winning.

With headlines such as “the road to victory is paved with defeat and more defeat” and “bitter losses make for sweeter wins,” we creatively communicated our concept and drove home the idea that losing is what drives us to win. I enjoyed being part of this team, and although our campaign didn’t win any awards at The One Show, we learned a lot along the way.