Part out-of-home stunt, part television shoot, Pizza Pizza’s new campaign by Zulu Alpha Kilo made an XXL Drop to a busy Toronto neighbourhood to launch its new XXL pizza. A giant pizza box 6 metres by 6 metres and weighing 2,268 kg, was constructed, delivered, and then hung in the air by a 6-metre crane.
“The brief was simple: this is a really big pizza – so we decided to keep things simple and make a really big ad,” stated Brian Murray, chief creative officer at Zulu Alpha Kilo.
The XXL pizza box remained suspended in the sky in a densely populated condo community, creating a flurry of buzz with people in the area rushing to social media to post photos and videos of the pizza box. In addition to the XXL pizza box stunt, the campaign, which is running through April and May will consist of a TV spot, digital out of home, and social media ads.
“Our new XXL pizza is 18 inches [48 cms] in diameter with 8 massive slices; it’s an absolutely huge pizza,” said Adrian Fuoco, chief marketing officer at Pizza Pizza. “So we needed an announcement that would do this big pie justice.”
The TV and online video was created from footage captured from the stunt, with original music, created by Circonflex.
Credits
Client: Pizza Pizza
Client Team: Adrian Fuoco, Amber Winters, Ivy Yu, Raymond Luk
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director-Art Director: Andrea Por
Associate Creative Director-Copywriter: Christina Roche
Creative Director: Michael Siegers, Kevin Sato, Jonah Flynn
Account Team: Tara Collins, Alex Berube, Twisha Sharma
Chief Strategy Officer: Heather Segal
Group Strategy Director: Cameron Fleming
Senior Producer: Teresa Bayley
Media Agency: Media Experts
PR Agency: spPR
Production Company: The Deli
Director: Matt Eastman
Executive Producer: Ben Robinson
Line Producer: Kailey Shanque
DOP: Simon Shohet
Post-Production Company: Zulubot
Executive Producer: Adam Palmer
Senior Producer: Lena Hamady
On Set Videographer & Photographer: Pablo Rincon
Editor: Micah Rix-Hayes
Online Artist & VFX Supervisor: Felipe Chaparro
Assistant Editor: Adrian Gluvakovich
Colourist: Felipe Chaparro
Cinematographer: Adam Griffiths
Line Producer: Amy Groll
Studio Manager: Henry Eugenio
Studio Artist: Sunny Jung
Food Stylist: Michael Elliott
Music & Audio Production: Circonflex
Executive Producer: Houng Ngui
Voice Director: Tim White
Sound Engineer: Sydney Galbraith
Composer: François-Pierre Lue
