Candy Crush's Immersive Ads Bring Puzzles Into the Real World

The work from BBH uses practical effects to create fantastical settings

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King’s Candy Crush—one of the most popular mobile games in the world—brings the match-three puzzles beyond phone screens for its latest campaign.

A series of ads by agency Bartle Bogle Hegarty London depicts what players love about Candy Crush through the use of practical effects, accompanied by bright colors and oversized sweet props.

“These films are all about immersion,” BBH creative director Adam Newby told Adweek. “Combining as many in-camera effects as possible with a fanatical focus on candy texture in post helped us make you feel like you’re in these amazing candy worlds.”



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