Supercell: Hay Day Hug Harvest by Barton F. Graf

During the last five years, Supercell's mobile game Hay Day has reached a massive community — and to celebrate the five year anniversary, the gamemakers wanted to give them all a hug. Five hugs, in fact. Because different moods call for different hugs.

The five-year birthday Hug Harvest came to life both inside and outside of the game through gameplay, documentary film, 360 video, digital stickers, in game postcard and more.

Launching this week, a documentary style film tells the story of nine Hay Day players who met in person for the first time on a farm in Maryland. Directed by Oscar-winning couple Sean and Andrea Fine, the film features the Just Chill’n Neighborhood, a global group of farmers who grew to know each other through playing the game and grew even closer when we brought them together on an actual working farm.

The animated 360 video features classic Hay Day characters getting in on the birthday action to give farmers a special group hug.

Other birthday campaign components include: in game elements like special decorations, events, and social support messaging, limited time merchandise and a custom Hay Day sticker pack, featuring the animals and some of the iconic elements on the farm.