Is it cake? No… It’s Candy Crush Solitaire
King asked us to develop a suite of social-first UA ads for Candy Crush Solitaire that could stand out in crowded feeds.
UAVideoDigital Display
Leaning into the viral “Is it cake?” format, we created playful CGI videos featuring a Candy Crush-style cake being sliced open… only to reveal it isn’t cake (or candy) at all... It’s Candy Crush Solitaire.
Test & Learn
The concept was designed as a flexible testing framework, allowing us to iterate gameplay moments, visuals and small details across multiple ad variations.
Even the colour of the animated hand’s nails was tested... With pink emerging as the winning option.
