To spotlight Heinz Zero Ketchup’s 0% added sugar proposition, DAVID and Kraft Heinz Brazil launched “Crush the Sugar,” an interactive campaign that transforms product benefits into pure entertainment. Inspired by classic match-three puzzle mechanics, the game challenges players to eliminate sugar and candies from a Heinz keystone-shaped board to unlock exclusive e-commerce discount coupons. Seamlessly integrated across playable mobile ads, social platforms, and interactive digital OOH screens in São Paulo and Rio de Janeiro, the work turns everyday advertising into an engaging, playable experience.