Shania Twain And Zedd Team Up For Candy Crush Saga

Candy Country, by Pablo London, sends fans on an epic treasure hunt through a lore-laden music video

By Creative Salon

16 September 2026

Music fandom has intensified in recent years, with super fans, or ‘STANs’ of artists, going to greater lengths than ever before to be rewarded with lore-laden Easter Eggs, souvenirs and one-of-a-kind-experiences. It’s clear that the more you play the music you love, the more you get out of it. Just like Candy Crush Saga®, which is on a mission to deliver fun and unexpectedness to every player and as such, has devoted fans worldwide.

Created by Amy Fasey & Adam Reincke, Pablo London’s latest campaign for King Games, ‘Candy Country’, reflects both King’s passion, and the game’s ability to surprise and delight its fans. Which is why they’ve brought together Country music’s biggest selling-female artist Shania Twain, with Grammy-Award Winning record-producer and DJ, Zedd, for this years’ Music Season. Nearly 30 years after its original recording, this reimagining of Shania Twain’s 1997 crossover hit, ‘You’re Still the One’, sees two iconic artists from different genres, who have long-admired each other’s work.

The music video was directed by world-renowned music video director Jonas Åkerlund, with production powerhouse RSA. Åkerlund, a groundbreaking visual artist and longtime collaborator of Madonna as well as working with artists as diverse as Lady Gaga and Metallica, tells the story of Shania Twain in a glitter-dusted landscape looking for fun. With her horse, beloved Candy Crush character Misty, Shania’s adventure takes in icons from the Candy Kingdom who help her on her eventful journey, all to reach Zedd. As day turns to night, Shania and Zedd host the ultimate party at The Candy Roadhouse. The music video experience itself plays directly into current music culture, sending stans on a treasure hunt to win a variety of rewards. Through a series of Easter Egg clues hidden in the video, you don’t just watch the story unfold - you watch it back, reanalyse, and dig deeper across multiple platforms and channels to discover even more content, prizes, and experiences - including a chance to meet Shania or Zedd.

Jonas Åkerlund, Director at RSA says "I will never forget the summer of 2026. Finally, I got the chance to work with Shania Twain - something I’d been dreaming about for a long, long time. So when Candy Crush came calling, it felt like a slightly crazy match made in heaven. And then, just to make the whole thing even better, throw black belt, DJ Zedd and the awesome Cale Brown into the mix. Suddenly we had a full smorgasbord of opportunities in front of us. Shania, Zedd, Cale, Candy Crush, horses, candy, and a fair amount of beautiful chaos… what could possibly go wrong? I’m leaving this one with a big smile and a head full of memories."

The fun doesn’t end there either, with special cameos from viral dancing sensation Cale Brown. Cale has recently been named in the Time100 Creators List, and both choreographed and stars in the video, along with RuPaul’s Drag Race star Plastique Tiara, who plays the Jelly Queen character from Candy Crush Saga.

Taking direct inspiration from the Candy Kingdom, from characters to colour palettes, every detail of the look and feel of the Candy Country world was brought to life by Pablo London’s Design Studio, including the ‘The Candy Roadhouse’, the campaign’s website hub. Costume design legend B. Åkerlund, who created iconic looks for Madonna’s iconic Superbowl moment and Beyonce’s Lemonade, also re-channelled Candy Crush IP in both obvious and subtle ways, bringing to life classic characters like Yeti and imbuing patterns and iconography in details as wide-ranging as Shania’s belt to a cowboy’s striped latex trousers.

Ray Shaughnessy & Dan Norris, ECDs at Pablo say "What an utter joy it is to welcome folks to Candy Country - The Pablo London Candy Crush team have had the best time making it as pretty as it is fun for y’all. The team has been spoilt with an enviable list of collaborators to bring this glittery vision to life. And with a remit that is all about play, this year’s Music Season sees the brand giving back to the stans like never before in a way we are all really proud of."

The track is being launched just like any other music track. It’s being teased across social media in the run up to the release, building anticipation of the suspected collaboration and ensuring earworm status before the main drop across all channels. The campaign was built around the digital platforms music stans already live on and made sure every piece of the treasure hunt was custom built and seamlessly integrated.

The musical fun is turned-up in-game too, with all-new Candy Crush expeditions, on iOS or Android, that allow players to join themed challenges and offer colorful rewards. The fun starts from September 10th.

Go to candyroadhouse.com to explore.

Credits

Client: Candy Crush Saga, King Games

Luken Aragon, VP Marketing, Candy Crush Saga

Roberto Kusabbi, Senior Director, Product Marketing, Candy Crush Saga

Helen Sporrong, Senior Director, Marketing Communications

Amy Kilty, Brand Director

Johno Fagan, Senior Brand Marketing Manager

Rachel Ramezani, Associate Director Brand Communications

Creative Agency: Pablo

Chief Creative Officer: Dan Watts

Executive Creative Directors: Ray Shaughnessy & Dan Norris

Creative Directors: Amy Fasey & Adam Reincke

Chief Strategy Officer: Mark Sng

Planning Director: Summer Taylor

Comms Planning Director: Jocelyn Reist

Business Director: Katie Gorrod

Senior Account Manager: Phoebe Snelson Chiffers

Designers: Karen Jane & Nate Castilho Mills

Social Editor: Charlie Robins

Executive TV Producer: Sasha Mantel

Senior Producer: Ruth Armitt

Junior producer: Amelia Rose

Production Assistant: Eva Mcalpine

Production Assistant: Megan Ravenhall

Directed by JONAS Åkerlund

Production Company RSA Films Limited

RSA Films MD: Josie Juneau

Director: Jonas Åkerlund

RSA Producer: Becky Bishop

Producer: Barry Hughes

Production Assistant: Lettice Yardley

Production Assistant: Amelie Thompson

Director of Photography: Eric Broms

Costume Designer: B Åkerlund

1st Assistant Director: Travis Tetreault

Stylist Assistant: Stacia Muse

Hair & Make-up Artist: Nicky Gonzales

Movement Coach: Lisa Eaton

Choreographer: Cale Browne

Editor: Markus Eriksson

AI creative consultant: Bonita N

Service Production Company: Able Digital Group

Producer: Jeff Pangman

Production Manager: Derek Modesto

Production Co Ordinator: Luke Waterman

VFX: Banquet

Executive Creative Director: Matt Pascuzzi

Managing Director: Justin Brukman

Executive Producer: Camila De Biaggi

VFX Supervisor: Sina Taherkhani

Producer: Stephen Dierks

Associate Producer: Jas Anderson

Shoot Supervisor: Sina Taherkhani

Lead Artist: Mazyar Sharifian

Ai/Compositing Team: Tobey Lindback, , Rodolfo Pereira, Kelsey Mario Bailón Jaime Justo Dhruv Shankar Drown, Jose Arauz, Lanbing Lyu, Saba V, Ting-Jung Hsu

Concept Artist: Roger Hom, Mia Zhu,

2D Artist :Lawrence Merrill, John Shafto, Derina Doorley, Kayako Ono,

3D Artist: Lucy Choi

Design: Ryan Close

Digital Matte Paintings: Nathan Mckenna

Sound: String & Tins

Audio Post Production: String and Tins

Sound Design & Mix: Culum Simpson, Kaspar Broyd, Adam Smyth

Foley: Cobblestone Foley

Audio Producer: Eimear Ní Ghuaire

Grade: Black Kite

Colour: Black Kite Studios