Brand Pillars
As Angry Birds has grown from a mobile game to a global pop culture phenomenon, the audience has grown with it.
Today Angry Birds appeals to a broad audience internationally.
We believe the universal appeal of a captivating Angry Birds experience lies in embracing the following six pillars:
Memorable Birds with Powers
Memorable Birds with Powers
The heroes of the brand are the bold and iconic Angry Birds.
While all are quick to anger and fiercely loyal to the Flock, each bird has their own unique design and personality traits, which connect to their evolving powers and abilities.
Staying true to each bird’s personality makes the characters more memorable, likeable and collectible. This greater connection with the audience helps us to tell engaging stories and create sticky, innovative new gameplay.
While the birds may grow and change, their core remains the same, making their characters instantly recognisable and memorable the world over.
Crafty Antagonists
Crafty Antagonists
The villains in the Angry Birds story are their greedy, ruthless foes, the pigs. They’re really Bad Piggies.
Crafty in their fortress building, inventive contraptions and outlandish schemes, the pigs will stop at nothing to steal the birds’ eggs. Their ravenous hunger for more sees the pigs constantly expanding, a threat not only to the birds’ young and way of life, but also other creatures and their surrounding habitat.
While the pigs entertain us with their mischievous nature and hammy humor, their relentless greed and aggression provides a formidable and dangerous foe for our feathered heroes.
Conflict
Conflict
Birds versus Pigs – an eternal battle of muscle, slingshots and dynamite.
On rare occasions the birds and pigs may be forced to work together against a larger, common threat, but their feud always returns. The pigs’ insatiable hunger for eggs means birds and pigs can never truly trust each other.
While the explosive conflict between the species provides the core of the Angry Birds brand, we also explore the volatile tensions between friends and rivals fighting on the same side.
And all our birds and pigs can make bad decisions under pressure – becoming their own worst enemy.
Spectacular Consequences
Spectacular Consequences
All clashes between birds and pigs must build to a visually stunning and intellectually satisfying ending.
Not all explosive climaxes require dynamite, but all need a visceral quality that makes the audience feel something.
From exaggerated weaponry to wild over-the-top schemes resulting in chaotic outcomes, Angry Birds stories are dynamic and unpredictable, building in tension with huge stakes and even bigger energy to a fiery finale.
Protect and Defend
Protect and Defend
Angry Birds are ready to fight for more than just their own eggs. They’ve seen the devastation left in the wake of the pigs’ greed – and they’re mad about it.
They love their island and all the creatures who live there. Connected with nature, they see it as their duty to protect all species and their shared habitat from the relentless encroachment of the pigs.
Red and friends are quick to safeguard smaller animals and their homes from the brutal carelessness of the pigs who will destroy anything to build their towers and fortresses.
The birds are fighting to protect their friends and defend their world against all dangerous bullies, be they the selfish ravenous pigs or other, more terrifying forces, yet to be discovered.
Irreverent Humor, Topical Events
Irreverent Humor, Topical Events
Angry Birds is known and beloved for its unique sense of humor and irreverent attitude.
Angry Birds humor embraces the simplicity of the birds’ fury being triggered and the destruction that follows, along with imaginative, witty, and at times whimsical situations. There is an almost surreal nature to their world and the characters’ responses to the challenges thrown at them are unpredictable and hugely entertaining.
The oddball characters can also take their distinctly different viewpoint to topical events, creating compelling opportunities for the fanbase to engage with their Angry Birds favorites.
Memorable Birds with Powers
Memorable Birds with Powers
The heroes of the brand are the bold and iconic Angry Birds.
While all are quick to anger and fiercely loyal to the Flock, each bird has their own unique design and personality traits, which connect to their evolving powers and abilities.
Staying true to each bird’s personality makes the characters more memorable, likeable and collectible. This greater connection with the audience helps us to tell engaging stories and create sticky, innovative new gameplay.
While the birds may grow and change, their core remains the same, making their characters instantly recognisable and memorable the world over.
Crafty Antagonists
Crafty Antagonists
The villains in the Angry Birds story are their greedy, ruthless foes, the pigs. They’re really Bad Piggies.
Crafty in their fortress building, inventive contraptions and outlandish schemes, the pigs will stop at nothing to steal the birds’ eggs. Their ravenous hunger for more sees the pigs constantly expanding, a threat not only to the birds’ young and way of life, but also other creatures and their surrounding habitat.
While the pigs entertain us with their mischievous nature and hammy humor, their relentless greed and aggression provides a formidable and dangerous foe for our feathered heroes.
Conflict
Conflict
Birds versus Pigs – an eternal battle of muscle, slingshots and dynamite.
On rare occasions the birds and pigs may be forced to work together against a larger, common threat, but their feud always returns. The pigs’ insatiable hunger for eggs means birds and pigs can never truly trust each other.
While the explosive conflict between the species provides the core of the Angry Birds brand, we also explore the volatile tensions between friends and rivals fighting on the same side.
And all our birds and pigs can make bad decisions under pressure – becoming their own worst enemy.
Spectacular Consequences
Spectacular Consequences
All clashes between birds and pigs must build to a visually stunning and intellectually satisfying ending.
Not all explosive climaxes require dynamite, but all need a visceral quality that makes the audience feel something.
From exaggerated weaponry to wild over-the-top schemes resulting in chaotic outcomes, Angry Birds stories are dynamic and unpredictable, building in tension with huge stakes and even bigger energy to a fiery finale.
Protect and Defend
Protect and Defend
Angry Birds are ready to fight for more than just their own eggs. They’ve seen the devastation left in the wake of the pigs’ greed – and they’re mad about it.
They love their island and all the creatures who live there. Connected with nature, they see it as their duty to protect all species and their shared habitat from the relentless encroachment of the pigs.
Red and friends are quick to safeguard smaller animals and their homes from the brutal carelessness of the pigs who will destroy anything to build their towers and fortresses.
The birds are fighting to protect their friends and defend their world against all dangerous bullies, be they the selfish ravenous pigs or other, more terrifying forces, yet to be discovered.
Irreverent Humor, Topical Events
Irreverent Humor, Topical Events
Angry Birds is known and beloved for its unique sense of humor and irreverent attitude.
Angry Birds humor embraces the simplicity of the birds’ fury being triggered and the destruction that follows, along with imaginative, witty, and at times whimsical situations. There is an almost surreal nature to their world and the characters’ responses to the challenges thrown at them are unpredictable and hugely entertaining.
The oddball characters can also take their distinctly different viewpoint to topical events, creating compelling opportunities for the fanbase to engage with their Angry Birds favorites.