BACKGROUND
In the last few years, Pineapple Pizza took a lot of heat from all over the world. But in the motherland of pizza, the specialty has been received by many as an offense to tradition, with remarks that closely resemble homophobic slurs.
CHALLENGE
Not interested in a plain sponsorship routine,Just Eat wanted to support Milan Pride with a value-driven integrated campaign, by taking a stand for the LGBT+ community in a socially relevant and brand-consistent way.
CAMPAIGN
Launched by an animated short film showing a difficult love story in a world filled with prejudice, Just Amore took over the Milan Pride District subway station and came alive with an on-field activation. The campaign celebrates the struggling love story between a slice of pizza and a pineapple, to turn a polarising meal into a symbol of freedom of choice. Because, no match is a wrong match.
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Year: 2019
Agency: AKQA
Role: Creative & Art Direction
Role: Creative & Art Direction
Case study video for award entries above
ADCI Awards: 1 silver, 1 bronze, 1 shortlist
WPP Awards: 1 shortlist
During the pride week in Porta Venezia, the official Milan Pride District, we created a 300m domination celebrating the always discriminated love between Pineapple and Pizza. The massive OOH pictured our two lovers in extremely romantic, even cheesy, situations together with messages about freedom of choice, paying tribute to the historical pride slogans.
