Hay Day

Hay Day is the first globally launched mobile game by Supercell. Since launching, scaling and ultimately becoming the chart-topping-yet-calming farming experience with over 800M downloads, the team behind Hay Day has never stopped looking for new creative approaches – and since 2024, they’ve selected Bou for creative concepting and flagship campaign work.

Services

Brand film
Creative concepts
Art direction
Copywriting
Brand campaign

This Valentine’s day was all about finding your people...and Hay Day.

A Valentine’s Day speed-dating spectacle where no one was looking for love. To highlight the importance of community around a holiday focused on romance, Hay Day told us to forget about the Love Boat and to hop aboard the Friend Ship instead. In the campaign hero film, our brave farmer goes on speed dates with different Hay Day neighborhoods until he finds his perfect match.

Finding the one is nice and swell, but finding your people is where it’s at.

From one Friend Ship to a global 360° live action campaign

We didn’t stop at one film. We went all in. End result? A CGI-powered live-action production scaled into a full campaign across brand, UA, and community marketing. Cutdowns, stills, and localised assets in English and German. Rolled out at a pace even speed-daters would struggle to keep up with.

This Halloween, we invited Hay Day to play... and millions joined.

Hay Day is known for its farming utopia and perpetual calmness, until Halloween 2025 came around. To spark love for the game among both new and old players, we flipped the usual Halloween script. We didn’t chase or dress up as try-hard spookies. Instead, even the ghosts were invited to slow down and play — and a whole new generation of farmers joined in.

A global, integrated campaign that turned October into a defining moment for Hay Day.

Our film stars Baptiste, a game character fans already felt was a bit... creepy. We teased the ever-curious fanbase with his new role as a doll across channels, before rolling out the full campaign across paid, owned, and organic media. Ghosts and fans joined in the fun, naturally.

Over 1.5 billion ghosts caught, 200,000 meals shared – campaign goals exceeded.

While the ghosts stole the show, Hay Day took it one step further by tying the campaign to an in-game event supporting their real-life Haunted Harvest Give Back initiative which donated over $100,000 to the UN World Food Programme ShareTheMeal. Players leaned into the meaningful layer of the campaign, catching more than 1.5 billion ghosts and turning play into 200,000 meals shared and $100,000 donated. It was never just about the game, anyway.