New AXE Effect
AXE / Unilever
The New AXE Effect
The New AXE Effect
The New AXE Effect
The AXE Effect
The AXE Effect
The AXE Effect
Cheezy Burger Pizza
Papa Johns
04
Brand Story
When the internet was asking for the return of Papa Johns' iconic cheeseburger pizza, Pizza Hut tried to “out-pizza” us by rushing to launch first.
Cute.
Except… they didn’t launch the pizza the fans asked for. They launched a cheeseburger... melt???
So obviously, we had to out-pizza the pizza brand that wasn’t even pizzaing.
Campaign Platform
Papa Johns out-pizzas the hut by making the pizza fans have been asking.
Campaign Launch
We kicked off with a spot that felt like scrolling through the internet at 2AM... chaotic, unhinged, and fueled entirely by the world’s obsession for cheeseburger pizza.
Campaign Amplification
We then followed up with an online campaign telling the internet that "They FORGOT the Pizza".
Leading up to the product launch we http'ed them with www.TheyForgotThePizza.com
Social
We took to social to publicly apologize for Pizza Hut’s “melt.” Then we got our pizza maker, Bartoli, to make things right for the fans.
Press & Awards
Role
Associate Creative Director
Next Project
New AXE Effect
AXE / Unilever
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The AXE Effect
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