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.
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
Cannes 2012
Silver - OUTDOOR, Poster Campaign
Shortlist - PRESS, Art Direction
Shortlist - PRESS, Illustration
Spikes 2013
Bronze - Outdoor Campaign
Kancils 2014
Silver - CRAFT, Illustration
Bronze - PRESS,Single
Bronze - PRESS, Campaign
Bronze - Poster, Single
Bronze - 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.
In the series of ads, the 3rd excution was a giant screw that's made out of tiny people emerging from underground heading towards a house.
I like the though of a bunch of people forming an object but a screw? Why a screw?
It wasn't an object can would accumulate or made of something that would gather together and increase in size and numbers.
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 3rd excution was a giant screw that's made out of tiny people emerging from underground heading towards a house.
I like the though of a bunch of people forming an object but a screw? Why a screw?
It wasn't an object can would accumulate or made of something that would gather together and increase in size and numbers.
So we change it to a Giant Wave or Tsunami.
And that began a 2 year love affair of trying to bring this to life. We tried for a year and a half cutting tiny paper people of all shapes and sizes and putting them together to form a wave. We were thinking of actually mocking up the whole scene. It was taking us forever and near impossible
And that began a 2 year love affair of trying to bring this to life. We tried for a year and a half cutting tiny paper people of all shapes and sizes and putting them together to form a wave. We were thinking of actually mocking up the whole scene. It was taking us forever and near impossible
So we got in the experts... Illusion and their bags of tricks.
