New Blood Entry — The Thumbest Campaign of All Time
Award: Wood Pencil
King / 2023
Parents play Candy Crush Saga with their index fingers. Gen-Z, as digital natives, use their thumbs.
"The Thumbest Campaign of All Time" shows the exaggerated effects that playing Candy Crush might have on one's thumb. It harnesses the power of social media to position Candy Crush as a part of conversations, topics, and trends, that members of Gen-Z are already part of online.
