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 - PRESS, Art Direction
Shortlist - PRESS, Illustration
Spikes 2013
Bronze - Outdoor Campaign
Bronze - Outdoor Campaign
Kancils 2014
Silver - OUTDOOR, Poster, Single
Silver - CRAFT, Illustration
Bronze - PRESS,Single
Bronze - PRESS, Campaign
Bronze - OUTDOOR, Poster, Campaign
Bronze - CRAFT, Art Direction
Merit - DESIGN, Open Single
The Making Off...
We had this idea for this campaign for Pizza Hut about friends visiting or dropping by unannounce for sometime back.
We spoke to your teams and ask them to take it forward.
We had this idea for this campaign for Pizza Hut about friends visiting or dropping by unannounce for sometime back.
We spoke to your teams and ask them to take it forward.
In the series of ads, the second excution was a giant Missile dropping into a house.
I like the though of a bunch of people forming an object but the Missle wasn't right.
It wasn't an object can would accumulate or made of something that would gather together and increase in size and numbers.
I like the though of a bunch of people forming an object but the Missle wasn't right.
It wasn't an object can would accumulate or made of something that would gather together and increase in size and numbers.
The natural object would be a Tornado.
So began a 2 year love affair. We tried for a year and a half cutting tiny paper people of all shapes and sizes and putting them together to form a tornado. It was time comsuming and we were getting nowhere.
So began a 2 year love affair. We tried for a year and a half cutting tiny paper people of all shapes and sizes and putting them together to form a tornado. It was time comsuming and we were getting nowhere.
So we had to bring in the experts and figure another way of executing the idea.
We decide that we would execute it in the style of white paper.
Don't forget the plane and some clouds.
Last minute, after it was almost 90% done...
we change it and wanted it to be made out of the same material of the Pizza delivery box.
I think it was worth it and i won't have it any other way.
