Bold and Loud Cardboard Sculptures for Pizza Hut Ad Campaign, Behind Every Box

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Pizza Hut Delivery wanted to create interesting thematic ads to show their customers all the reasons to order Pizza Hut. With the target audience of mainly young adults who are often too busy or disinclined to dine out, Ogilvy and Mather Kuala Lampur decided to not only speak to pizza lovers in an insightful and surprising manner, but to build an occasion around ordering pizza. This then translated to the thought that there are layers to every scenario; that behind every pizza box, there’s a story – a reason that someone decided to order delivery. See more behind the scenes.

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They chose to literally carve depth into each pizza box as a way to represent the layers behind every decision to order in a quirky and visually arresting way. Every story was drawn and composed using real Pizza Hut boxes to create these intricate cardboard paper sculptures and every piece was meticulously cut by hand. Each of the four pieces of artwork depict a situation familiar with everyone, but particularly relatable to young adults. One story was of a group of frantic employees in office-hell, being tortured with work deadlines by an evil boss. Another story was being overcome by hunger so desperate it felt like a natural disaster and turned you into a hungry rage monster. The final story was of a fridge as devoid of food as your empty belly, dramatized by a spiraling bottomless hole ringed with teeth.

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BEHIND THE SCENES

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All images courtesy of Gavin Simpson

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