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Angry Birds 10th Anniversary Campaign Invites Us to #BringTheAnger as a Force for Good

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Campaign from Droga5 features the world’s first anger-powered scooter, an in-game event, and a $100k donation to UNICEF’s Education in Emergencies fund

Angry Birds 10th Anniversary Campaign Invites Us to #BringTheAnger as a Force for Good
Since the original Angry Birds debuted nearly 10 years ago, the beloved mobile game and its many hit follow-ups and spin-offs have been downloaded over 4.5 billion times collectively. Today millions of people around the world each day play an Angry Birds title. With the official 10th anniversary coming on December 11th 2019, Rovio Entertainment has kicked off the celebrations with a new campaign – titled “Bring the Anger” – that aims to show how anger can be converted into positive action!
Featuring multiple events that roll out from now through December, #BringTheAnger, created in partnership with Droga5, part of Accenture Interactive, launches today with the reveal of the Angry Birds “Rage Riders”, a custom line of voice-powered electric scooters that go faster the louder you vent. These exclusive scooters are engineered by Spin, the Ford-owned micro-mobility company. While the Rage Riders are not available to the general public, fans can see them in action via the reveal video or through the campaign’s “Squawk Squad”, consisting of popular YouTube creators like Tanner Fox, Team Edge, and Deestroying. The first adventures go live today.

In addition, Rovio – through its Angry Birds 2 mobile game – has teamed up with one of its existing partners, UNICEF Finland, for a new in-game event encouraging players to pop as many pigs as they can throughout November to promote good around the world. The event will culminate in a $100k donation to UNICEF’s Education in Emergencies fund, which supports education for children in conflict zones and other emergencies across the globe. Players do not need to donate any money in game to participate — they just need to play! Members of the Squawk Squad will also be driving their fans to support the event.
And that’s just the beginning! Rovio is closely guarding the details of a new public event that will be unveiled in New York City’s Times Square on 21 November 2019. The attraction will feature an innovative device specially designed to give locals and tourists a chance to convert their anger into something good… and rest assured, it can take a venting, but the outcome will be worthwhile!
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Agency: Droga5 NY

Creative Chairman: David Droga

Global Chief Creative Officer: Neil Heymann

Group Creative Director: Andrew Fergusson

Creative Director: Oriel Davis-Lyons

Creative Director: Gustavo Dorrieto

Associate Creative Director: Michael Kleinman

Associate Creative Director: Leilanni Todd

Senior Copywriter: Daniel Litzow

Senior Art Director: Vignesh Seshadri

Creative Technology Director: Brian Moore

Associate Design Director: Dan Pulito

Designer: Justin Au

Junior Designer: Kenisha Rullan

UX Director: Craig Wong

Chief Creation Officer: Sally-Ann Dale

Co-Director of Interactive Production: Justin Durazzo

Director of Film Production: Jesse Brihn

Executive Producer Experiential: Bo Djogo

Producer, Interactive: Aaron Matys

Producer, Film: Mateus DeFaria

Producer, Film: Carlos Valdivia

Associate Producer, Interactive: Michelle Levitch

Producer, Print: Abraham Nowels

Director of Business Affairs: Dan Simonetti

Senior Business Affairs Manager: Shaunda Slade

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Harry Román-Torres

Group Strategy Director: Deepa Sen

Head of Communications Strategy: Dean Challis

Group Communications Strategy Director: Ben Nilsen

Communications Strategy Director: Kathryn Ruocco

Junior Communications Strategist: Soheyla Escher

Senior Data Strategist: Daria Koren

Account Director: Cris Scardino

Associate Account Manager: Sydney Golden

Senior Project Manager: Lara Yegenoglu


Client: Rovio Entertainment / Angry Birds

Chief Marketing Officer: Ville Heijari

Marketing Director: Stephen Porter

Marketing Director: Kai Torstilla

Head of Communications & PR: Jon Howard

Marketing Manager, Social Media: Juan Gaona Leon

Marketing Manager: Aino Greis

Production Company

Production Company: Second Child

Director: Jake Honig

DOP: Conor Murphy

Managing Director: Scott Chinn

Producer: Chelsea Greenwood

Photographer: Paul Mcgeiver

Post Production: Second Child

Senior Editor: Matt Badger

Senior Post Producer: Sara Mills

Design Director: Pravin Chottera

Sound Designer & Audio Engineer: Jesse Peterson


Music: APM Music, Marmoset

Interactive Production Company

Interactive Production Company: 10x Beta

Creative Technologist: Owen Trueblood

Director of Design: Colin Kelly

Mechanical Engineer: Liad Yamin

Director of Engineering: Michael Circosta

Industrial Designer: Geoff LaCorte

CEO: Marcel Botha

People Operations Manager: Ashley Hofkens

Activation Production Company

Activation Production Company: Hunters Points

Exec Producer: Kelly Markus (KCM)

Acct Supervisor: Sherry Riad

Sr Producer: Josh Tjaden

Sr Prod Coordinator: Randa Eid

Sr Environmental Designer: DJ Corney

Tech Supervisor: Jon Bingham

Categories: Gaming, Sports and Leisure

Droga5 New York, Tue, 12 Nov 2019 17:57:55 GMT