We don't know about you, but we've clocked quite a few hours over the years firing flightless birds at green piggies, in an attempt to conquer the addictive and massively popular mobile game that is Angry Birds. So imagine our joy when Rovio, the creators of Angry Birds, asked us to help promote the release of the game's long-anticipated sequel and recruit players. We've certainly done our research!
Today, the smug pigs and their feisty feathered enemies are back in players’ hands. Angry Birds 2 is here! And it's bigger, badder and birdier. Our launch campaign is led by a 60”, fun, over-the-top live action film, directed by François Rousselet through Riff Raff.
Set on Piggy Island, the film 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.
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, the film imagines a real-world adaptation of the game’s narrative, weaving fantastic imagery into the familiar world of Angry Birds.
We teamed up with cinematographer Martin Ruhe, known for his work on feature films such as ‘The American’ and ‘Harry Brown’, who lent the film an epic, cinematic look while post-production was completed by the visual wizards at The Mill.
On Instagram, a “smug pigs of Instagram” account (a play on the famously gauche ‘Rich Kids of Instagram’ account) gives 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.
There's loads more fun stuff to come from this campaign. Keep your eyes peeled!