Pizza with ketchup is a cultural war that divides Brazil. So when Fortnite introduced pizza - without ketchup - Heinz had a side to defend.

We teamed up with Sharshock, one of Brazil’s top Fortnite pro players, to create the Heinz Pizza-with-Ketchup Squad. Dressed as tomatoes, we entered the game and, instead of shooting enemies, handed them pizza with ketchup.

By turning a long-standing Brazilian cultural debate into gameplay, Heinz found a native and playful way to join gaming culture without behaving like an advertiser.

Role: Creative Director, SOKO Agency (now Droga5)