How to order hot pot
at a Pizza Hut's
restaurant?
Hot Pot is the go-to choice when it comes to gathering for Vietnamese youth, how can Pizza Hut be part of this phenomenon while stays true to its platform of “locally inspired pizzas”? Introducing the latest innovation from Pizza Hut - The Seafood Hot Pot Pizza.
As stated clearly through its name, the product is a fusion between hot pot and pizza in most aspects, such as ingredients, decoration (with fried rice vermicelli) and tamarind sauce.
Indeed a very intriguing product, how do we tell the product story in an entertaining way to stand out during the festive season?
We take a holistic approach by shining lights on the experience of having traditional hot pot. Because of its nature, consumers will face long queues, splashes, sweatiness, smearing makeups, smelly clothes,… among other pain points as they enjoy hot pot which can make the experience less enjoyable. This is the perfect opportunity for our product to diffuse.
Our creative idea is simply called Anti-hustle Hot pot. We highlight and humanize the pain-points of having hot pot into 5 survivors and use our new product as an opponent and resolve all the hustles.
The outfit for each characters was inspired by 5 pain-points and exaggerated with a fashionable twist.
Due to feasibility and lack of mobility, the final outfits were modified to help the talents move more freely. However, the set is almost closed to my original concept, smoke and red lighting were utilized to bring out the stuffiness of the Hot Pot place. Huge props to Director Le Quan’s lovely touch by using laser lights, it added so much texture to the film and really made it modern and distinctive.
Thematic Film
Stills from the Thematic Film
Me and my Art Director modernize Pizza Hut’s font - Brixton - by creating a Neon version of it, or Neo-Brix for short. This typography treatment was used in all the super designs of the film as well as the campaign's tagline. Here's some details
Thematic Key Visual
Behind the scenes
Creative team
ACD - Nguyen Huy-Vu, Senior Copywriter - Vy Le, Junior Art Director - Hung Huynh, Designer - Chau Ho,
Junior Copywriter - Chau Bui, Intern Writer - Hanh Dung