TBWA Kuala Lumpur
Pizza Hut
Food/Beverage
Pizza Hut was losing out to other food delivery brands Dominos, McDonalds, Food Panda and Grab Food because they were not connecting with the youth. We needed to revive the brand, and reconnect with millennials in a cool way.
We turned pizza boxes into digital turntables thanks to a collaboration with Universal Music. We called it ‘The Singing Pizza’, and it allowed millennials to enjoy great pizza and cool tunes anytime, anywhere! In our first phase, each box harmoniously combined different genres of music and design elements of Pizza Hut’s pizza. In our second phase, we recreated the faces of Universal Music artists with Pizza Hut’s colours. Even our app was designed to match the vinyl design seen on each box as the vinyl spun music, to create one seamless experience. All they had to do is scan the code, and press play. The more pizzas you ordered, the more songs and goodies you unlocked. Not surprisingly, these boxes became collectibles.
Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Creative Group Head: Boon Chuan Suah, Elissa Azizi
Art Director: Yeo Lee Kee, Sylvia Teoh, Suki Chuah
Copywriter: Zhafirry Fenner, Hunter Foong
Designer: Nikki Yong, See Yan, Siew Qi Chew, Yeo Lee Kee
Illustrator: Nikki Yong, See Yan, Siew Qi Chew, Cue Art & Design Associates
Typography: Yeo Lee Kee
Strategic Planner: Nazirah Ashari, Vhinasyhah Raja Gopal
Head of Production/ Studio: Andy Ng
AV Producer: Nisha Khirudin
Editor: Afiq Azlan, Dzafira Dzulkifli
Photographer: Wizard Photography Sdn bhd
Group Account Director: Loh Mun Yee
Brand Manager: Peggi Lau, Etain Chow
Managing Director: Hui Tsin Yee
