Choose Your Battles

Created for Clash Royale, the “Choose Your Battles” campaign brings to life the tension players experience between everyday distractions and the pull of the arena. The work taps into a core behavior of the game’s community—prioritizing in-game battles over the noise of daily life—and translates it into a series of bold, contextual OOH placements.

To honor their unwavering focus, DAVID New York is rolling out “Choose Your Battles,” a campaign that humorously captures the intense commitment of Clash Royale players as they navigate epic in-game clashes despite the constant buzz of life’s interruptions.

The campaign showcases dramatic, high-stakes moments of gameplay—troops charging, towers crumbling, and victory hanging by a thread—suddenly interrupted by real-life notifications. From work deadlines to romantic messages, and even mindfulness reminders, these interruptions highlight the central message: when you’re fighting for a crown, some battles just aren’t worth your focus.

“This campaign is about celebrating the players who prioritize their passion for Clash Royale over life’s endless interruptions. It’s a testament to their focus and their love for the game,” said André Toledo, Chief Creative Officer at DAVID New York.

The campaign that will roll out in Europe kicks off in the UK and Germany, with digital out-of-home placements in high-traffic areas.