Heinz S.O.S. Tomatoes

Gut Agency - 2023
A Fortnite map that mirrors the speed of soil degradation in the real world.

Cannes lions 2023
Shortlist - Entertainment Lions For Gaming
Clube de Criação Brasil
Silver - Digital / Game

Soil degradation is killing tomatoes faster than you think and that compromises the future of ketchup. Help protect millions of them by playing Heinz's Fortnite Island - an island that portrays the rapid rate at which soil health is declining in the real world.Playing in the virtual world will have a positive impact on the real world, with Heinz helping to protect an extra 13.5M m2 of soil (equating to more than 1600 football pitches).

Case Study

"Heinz is using Fortnite to spread its sustainability message to gamers."

Film teaser:


Fortnite live stream on launch day


earned impression

U$ 14MM

in earned media

+ 100MM

Fortnite  players impact

Films Launch:
The launching took place in different countries, such as US, UK, Spain, Saudi Arabia, Poland and Canada, but the commotion spread among players worldwide causing a variety of reactions. Some hated our map for being too fast, some loved the challenge, but all of them learned something about how fast soil destruction is happening. And we edited those reactions in social short contents, of course.

"A groundbreaking concept"

Fortnite map:
If you did not have the opportunity to play Heinz map, you can check a little bit of it here. We developed an entire island from scratch using Fortnite creative mode. Take a look.

"A battle worth fighting"

During the campaign, Heinz also ran special OOHs around the world. We took the conversation to the streets too to engage more people on the game and also on sustainability.

Couting OOHs
A counter billboard displayed in real time the amount of players that already had join the fight against soil destruction.

Thanks OOHs:
On London and Manchester we also directly thanked some of the players for joining us on this important run.

Id VIsual:
And here is the visual identity developed during the process to reinforce the threat to the future of tomatoes, ketchup and mankind.

ECDs: Bruno Brux e Murilo Melo
Creative Directors: Gabi Marcatto e Diego Ferrite
Creatives: Phillipe Santos, Airton Dias e Wallyson de Oliveira