How to
bridge the gap
To stay true to the “street” spirit, we collaborated with an emerging Rap artist to make a song - THE MOI NGON - and for the first time, created a Music Video. Familiar visuals got modernized with striking treatment, and combined with a catchy song to capture attention of our young audience.
The product takes ingredients from local street food (Xôi Mặn & Bánh Mì) which leads to the idea of paying homage to the inspiration behind the pizza - the streets of Vietnam.
While Vietnamese share a belief that pizza is a Western food, as a leader in the pizza category, Pizza Hut was trying to make not only the brand but also Pizza more relevant with Vietnamese via a new local ‘street-inspired’ products. To kick things off, Pizza Hut introduces Pizza Pate Lap Xuong (Local Pepperoni Pizza).
The campaign didn't stop at a music video or a song on Spotify, we went further and literally bring the pizza to our streets with our Popup store activation. The signature Pizza Hut's Popup store appeared in the video traveled across different key cities to introduce the new pizza to the consumers.
OOH
To say the process was challenging is an understatement. Since it was the first time Pizza Hut had done a project at this scale, there was a lot of hesitation. Especially the lyric, since it was written by the rapper which had a slightly different idea of the song, when it should reflect our big idea. We had to collaborate with him and found a middle ground - something he felt inspiring for the audience as well as represented the idea.
Creative team:
ACD - Nguyen Huy-Vu, Copywriter - Kim Ngoc, Designer - Chau Ho, Junior Copywriter - Chau Bui