Creating an innovative brand experience.
Pizza and the movies are a marriage made in heaven – an association Pizza Hut has leveraged for a long time. But how could we breathe new life into this union to delight customers?
Pizza Hut has always been an innovator in every aspect of its business. Everything from the menu, ways to order, delivery methods, interior design and packaging technology.
We helped continue that tradition by turning the humble pizza box into something nobody would ever want to throw away: a movie projector.
And we helped to deliver $3 million HKD worth of PR in the process.
It's a pizza box! It's a projector! It's... both?
What we did
We designed a double-decker pizza box with an optical lens in the front. All people needed to do was slot their phone into the cradle, do a few folds, point the lens at a wall and scan a QR code to open up a site full of short films.
To make sure the movie boxes really captured people’s imaginations, we commissioned four artists to come up with original illustrations in a linework style, using the same palette of black, red and the brown of the box.
Available in four designs based on the popular genres of romance, action, science fiction and horror, there was a Blockbuster Box for everyone to enjoy.
So far the campaign has achieved $3 million HKD worth of PR and been recognised by 20 design and innovation awards.
Movie night is becoming even more effortless, thanks to the Blockbuster Box.
design and innovation awards
HKD worth of PR generated by campaign
Kam Fam Awards
Transform Awards Asia Pacific