Because we are Clashy

Project by: F. M. Loi, M. Molina, E. Poropat, M. Russotto, F. Scalise, M. La Spada, S. Seva. Tutor: L. Picchiotti e F. Pedroni - Undergraduate Course in Communication Design, IED Milano

Academic year

2025/2026

A new international achievement for IED Milano: Because we are Clashy wins second place at the Young Ones Student Awards in New York.

Because we are Clashy is the silver-winning project, second place, in the Print, Promotional, OOH category, developed from the brief of Clash of Clans, one of the world’s most iconic mobile games.

The project was created for the launch of the Clash of Clans animated series on Netflix in May 2025. After more than a decade as a mobile gaming legend, supported by one of the most loyal communities in gaming, the brand was not simply entering the streaming space: it was aiming for a true cultural conquest.

The campaign turns Netflix into a new battlefield. Rather than following a traditional promotional approach, Because we are Clashy adopts the native language of the game: the raid. The central idea is that Clash does not merely share space on the platform, but invades it, bringing into the real and digital world the conquest mechanics that have made the game iconic since 2012.

Every billboard becomes a territory to conquer. Netflix’s most beloved protagonists suddenly disappear, replaced by cracks, arrows, broken scenery, loot traces, and the unmistakable Clash notification announcing a raid. The platform is not only visually occupied, but transformed into an extension of the game’s universe.

The project reflects on the relationship between community, entertainment, and pop culture, showing how a brand born in mobile gaming can evolve into a global intellectual property. Because we are Clashy proves that Clash of Clans does not adapt to the platform: it conquers it.