The Singing Pizza

MERIT Packaging Design
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Agency

TBWA Kuala Lumpur

Client

Pizza Hut

Product/Service

Food/Beverage

Brief

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.

Solution

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! Each box harmoniously combined different genres of music and design elements of Pizza Hut’s pizza. We took three genres that weren’t as popular to the millennials, namely rock, disco, and jazz, and gave it a modern look. 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.

Credit

Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Creative Group Head: Boon Chuan Suah, Elissa Azizi

Art Director: Yeo Lee Kee
Copywriter: Zhafirry Fenner
Designer: Nikki Yong, Yeo Lee Kee
Illustrator: Yeo Lee Kee, Nikki Yong
Typographer: 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

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