DiGiornonomics:
A Banner Becomes a TV Spot
Client: Kraft
A Banner Becomes a TV Spot
Client: Kraft
I feel this banner merits it's own space in my portfolio. This was an extremely effective and topical ad that compared the cost of pizza delivery to the then-high cost of gasoline. The traction and results were so impactful that the client asked to turn the banners into 2 DiGiorno TV spots. Take that, broadcast!
ROLES: Sr. Art Director; Lead design and creative direction in a team of 3 including a creative director, an art director and a writer
Tying to the then-current state of gasoline prices proved to be impactful with consumers.
Not often does a banner drive the TV creative—but here it is. I think we shot about 60 pizzas before we got the end-frame pie to look just right.
For the second version of the ad, we thought it would be awesome to have a pizza delivery truck smash into the delivery guy. The client didn't like that thought and instead went for our alternate idea—blowing the guy up.
Blowing up the pizza guy worked alot better in the TV spot.
