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Angry Birds 2 gets bigger, badder, birdier

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Whilst it probably won’t go down in history as one of the very best video games of all time, Angry Birds is arguably one of the most important and influential, especially of recent years. Indeed, years before it was dethroned by the godawful Candy Crush Saga, the casual pick-up-and-play appeal of the game had it being played religiously by everyone from your 10 year old nephew to your 70 year old grandmother. It might seem strange then, that it’s taken this long for a sequel to manifest. That’s not to say there hasn’t been a veritable cornucopia of spin-off titles in the 6 years since the original was released of course (in fact, technically this is the 12th instalment of the franchise, and that’s if you don’t count the TV series and the upcoming film), but Angry Birds 2, which dropped worldwide yesterday (July 30), is the first edition of the game to arrive bearing a number, and by many, it’s being heralded as the second coming of mobile gaming.

Angry Birds 2, which dropped worldwide yesterday (July 30), is the first edition of the game to arrive bearing a number

Considering the hype behind the release, it’s not surprising that Rovio, the Finnish developer, publisher and distributor of the franchise, has gone all out with the advertising campaign, and who better to match the title’s ambivalent anarchy than Wieden + Kennedy? The London office of the agency have gone with the phrase “Bigger Badder Birdier” to describe both the game and the marketing push behind it, and have gone for a multi-channel approach that aims to be all things for all people (like the game itself) and just about succeeds.  A big, fun, over-the-top live action film, directed by François Rousselet through Riff Raff, launched the campaign with a bang online.

Angry Birds 2: Bigger Badder Birdier

Set on Piggy Island, the film (above) transports viewers to a luxurious and delightfully surreal paradise, where happy pigs frolic in the sunshine and swim in crystal clear waters. But Piggy Island is soon revealed to be the setting of an attack by a furious squad of Angry Birds, who have been plotting to take their revenge on their arch enemy, the sneaky, flightless egg-thieving creatures who share the island with them. The film imagines a real-world adaptation of the game’s narrative, weaving fantastic imagery into the familiar world of Angry Birds.

Wieden+Kennedy London have gone with the phrase “Bigger Badder Birdier” to describe both the game and the marketing push behind it

The film was shot in the lush real-life surroundings of Pig Island, also known as the “Home of the Swimming Pigs” or Big Major Cay in the Bahamas, known for its unique inhabitants: a group of swimming wild pigs. An epic, cinematic look was lent to the film by cinematographer Martin Ruhe, known for his work on feature films such as “The American” and “Harry Brown,” while post-production was completed by the visual wizards at The Mill. Ahead of the launch, co-ordinated activity across social media helped to build anticipation, rallying fans to join the fun and take revenge on the smug, thieving pigs of Piggy Island.

Angry Birds 2: Gameplay Trailer

On Instagram, a “Smug Pigs of Instagram” account (a play on the famously gauche “Rich Kids of Instagram”) has been set up to give fans a taste of what life is like for the lucky pigs living the good life on Piggy Island. Activity on Angry Birds’ social channels features posters in the visual style of propaganda with a playful Angry Birds twist, counting down to the launch and helping to recruit players, as well as a bespoke poster commissioned by prominent online artist Paul Shipper. Post-launch there will be supporting social content to help sustain interest in the campaign including Birds vs. Pigs Spotify playlists, re-skinning of the Angry Birds Tumblr, “Wanted Pigs” posters and “Got Eggs?” social posts.

The film was shot in the lush real-life surroundings of Pig Island, also known as the “Home of the Swimming Pigs” or Big Major Cay in the Bahamas

Iain Tait, ECD at Wieden + Kennedy London, said: “It's not every day you get to work with one of the world's most iconic entertainment brands. And are asked to do something totally bonkers to launch an amazing sequel. To say that we loved working on this launch would be a massive understatement” Jussi Mäkinen, VP of Marketing at Rovio, added: “Getting our fans to experience Piggy Island like never before is what the sequel to the first mobile blockbuster game is all about and what drove the creative vision for our launch campaign.” It’s certainly an impressive package, but whether the game lives up to the campaign remains to be seen. Early reviews have been positive, but many have soloed out the increased amount of in-app fees as a sign that the series has sold its soul. I’ll give it a few spins this weekend and let you know my thoughts on Monday’s Week in Tech!

Angry Birds 2: Animation Trailer

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK whose 63 year old father is currently addicted to Candy Crush Saga. Hopefully Angry Birds 2 will help wean him off the hard stuff!

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