Pizza Hut

National Student Advertising Competition · Integrated Campaign

Creative Direction · Campaign Strategy · Art Direction · Integrated Advertising

I served as Creative Director for a student-led agency developing an integrated campaign for Pizza Hut. Over six months, I led a team of designers, copywriters, and filmmakers through research, strategy, concept development, and execution.

Our process included surveys, interviews, focus groups, secondary research, and concept testing, culminating in a campaign book and 20-minute presentation for the National Student Advertising Competition.

THE CHALLENGE

Changing the way people order pizza.

Our research found that consumers wanted pizza quickly and with as little friction as possible, but many weren’t using digital ordering. The opportunity was to give customers a clear reason to change an established behavior while positioning Pizza Hut’s digital experience as easier and more customizable.

THE BIG IDEA

Don’t Call Us.

To shift customers from phone ordering to digital, we turned the campaign objective into the campaign itself.

Don’t Call Us gave us a simple, bold platform that could move across advertising, digital, social, promotions, and experiential ideas while continually reinforcing one behavior: skip the phone and order digitally.

CAMPAIGN FILM

Life Happens While You’re on the Phone

The campaign film brought Don’t Call Us to life by exaggerating everything someone could miss while stuck ordering pizza over the phone.

Direction: Kid Lerner
Script: Maxwell Edison
DP: Philip Vernon
Motion: Brendan Baz
Cast: Connor Duffey, Angelo Carlo, Chenelle Delgadillo, Jonathan Berk

THE CAMPAIGN

Research, strategy, concept, and execution.

The full campaign book documents our research and audience strategy, the Don’t Call Us creative platform, redesigned mobile-ordering experience, paid media, social, promotions, experiential concepts, and integrated media plan.