Ogilvy Malaysia 2012
Pizza Hut, When Friends Invite Friends Invite Friends
When it comes to the pizza delivery segment, communication is often reduced to price-offs,
discounts speedy and hot delivery.
In most cases, consumers order from whoever's giving the best deal of the week.
Pizza Hut wanted to start shifting mindsets. How? By building love for the brand and its delivery service.
We had to look for ways to speak to the pizza lover in both an insightful and surprising manner.
And to build an occasion.
It started with a cultural insight. That it's common for Malaysians to take it upon themselves to invite friends to a party,
even if they aren't the host. It's almost a given that you'll end up with a few more mouths to feed come mealtime.
The campaign is a dramatisation of this quaint local quirk.
The use of a paper cut out box-board effect was not only a visually arresting execution, but also relevant because it’s the
same box-board material as per the Pizza Hut delivery box. The image and execution style also allows us to demonstrate how even a 'light' guest list can turn into a heavy burden as more and more people pile on.
With the the headline that reads, When Friends Invite Friends Invite Friends.
Parties or ocasions may get surprisingly large, but more food is always just 30 minutes away.
Illustrator: Illusion Cgi
Awards Won:
Cannes 2012
Silver - OUTDOOR, Poster Campaign
Shortlist - CRAFT, Press IllustrationSpikes 2013
Outdoor Campaign - Bronze
Kancils 2014
Silver - CRAFT, Illustration
Bronze - PRESS,Single
Bronze - PRESS, Campaign
Bronze - Poster, Campaign
Bronze - CRAFT, Art Direction
Merit - Poster, Single
Merit - DESIGN, Open Single
