AdForum
Lisa Greenberg
Lisa Greenberg
SVp. Head of Art, Creative director at Leo Burnett Worldwide
Toronto, Canada
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TitoloPepperoni Hug Spot
BriefA fictional Pepperoni Hug Spot commercial generated by AI was taking the internet by storm, using elements that looked eerily similar to Pizza Hut – the iconic red roof, pan pizza, and even the Pizza Hut font.We engaged our audience to answer the question “should we build this for real?” The answer was a resounding yes. We moved swiftly to re-brand our social pages to Pepperoni Hug Spot, we converted one of our Toronto locations into a Pepperoni Hug Spot complete with exterior/interior signage and employee shirts & caps, we developed new packaging for our fictional pizza turned real, and of course we created a limited-time Pepperoni Hug pizza itself to be available in-store.When AI imitates Pizza Hut, Pizza Hut imitates AI. We tapped into AI and brought the brand to Gen-Z culture.
Agenzia
Campagna Pepperoni Hug Spot
Cliente Yum! Brands, Inc.
Marca Pepperoni Hug Spot
Data di Prima Diffusione/Publicazione 2023 / 5
Settore Alimentari
Trama When AI imitates Pizza Hut, Pizza Hut imitates AI. The viral AI-generated ad called "Pepperoni Hug Spot" borrowed from Pizza Hut, so they decided to do one thing AI couldn't. They rebranded into Pepperoni Hug Spot and brought the AI pizza to life.
Tipo di Media Case Study
President
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Managing Director
Chief Strategy Officer
Group Creative Director
Art Director
Design Director
Group Strategy Director
Group Account Director
Production
Director
Executive Producer
Direttore della fotografia
Executive Producer
Executive Producer
Editor
Motion Graphics
Production Manager
Media (Agency side)
Group Account Director

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