Ogilvy & Mather Group Hong Kong has launched a product innovation campaign entitled “Pizza Hut Blockbuster Box” for Pizza Hut Hong Kong.
Targeted at young Hong Kong residents, the campaign sees simple pizza boxes transformed into movie projectors – a fresh, creative design concept which has been patented by Ogilvy.
The one-of-a-kind, innovative packaging solution is available in four designs, based on romance, action, sci-fi and horror movie genres.
To view the case video click here.
After a four week test launch in Hong Kong, Pizza Hut’s parent Yum! Brands now has plans to adapt the concept for other regional markets.
Reed Collins, chief creative officer at Ogilvy & Mather Hong Kong said the unique campaign demonstrates Ogilvy’s creativity and highlights our capacity to create ‘products as advertising’ – not just traditional campaigns.
“Not only does it boost our digital and design credentials, but it’s a perfect example of how the two can be combined to great effect.”
Richard Leong, Pizza Hut Hong Kong CEO, said: “In creating this campaign, we wanted a fresh and innovative way to engage and delight our customers, keeping in mind that movies and pizza go hand-in-hand. Ogilvy has really taken creativity and technology to a new level with this fun, distinctive product.”