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Introducing the pizza box that's also a movie projector

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I like Pizza hut. A lot. I'm not afraid to admit it. I understand we live in an age where gluttony is frowned upon perhaps even more so than alcohol or drug abuse, and I know it's technically not 'real' pizza, but a bastardised American approximation of an Italian classic, but the fact remains. I like Pizza Hut. I also like movies (who doesn't?), so the latest campaign from Ogilvy & Mather Hong Kong was a bit of a no brainer for me. I simply had to cover it. And then order a pizza.

A new campaign from Ogilvy & Mather Hong Kong for Pizza Hut revolves around a pizza box that doubles as a legitimate home cinema projector

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The campaign is built around a unique product innovation called “Pizza Hut Blockbuster Box” for Pizza Hut Hong Kong, which is exactly what you think it is; a pizza box that doubles as a legitimate (sort of) home cinema projector for your phone. The one-of-a-kind, innovative packaging solution is available in four designs, based on romance, action, science fiction and horror movie genres. This fresh, creative design concept has been patented by Ogilvy, and launched last month in Hong Kong as a test market and for a limited period. The campaign has been a stellar success already, and as such, Pizza Hut now has further plans to adapt the concept for other regional markets.
 So the UK could be not far behind!

Ogilvy & Mather HK – Blockbuster Pizza Box

The design is simple. Each box involves a special container that comes with a projector lens embedded in the plastic “Saver” that sits in the middle of the pizza. Once the customer inserts the lens into the side of the box, they can scan a code on the box with their phone, place the phone on a stand, and start watching their choice of short film. The process is explained in the video above, and whilst I can't vouch for the quality (which will surely depend on the screen quality of your phone), the idea alone is surely bold enough to warrant further inspection.

The one-of-a-kind, innovative packaging solution is available in four designs, based on romance, action, science fiction and horror movie genres


Reed Collins, chief creative officer at Ogilvy & Mather Hong Kong said: “This unique campaign demonstrates Ogilvy’s creativity and highlights our capacity to create ‘products as advertising’ - not just traditional campaigns. Not only does it boost our digital and design credentials, but it’s a perfect example of how the two can be combined to great effect.” 

Richard Leong, chief executive at Pizza Hut Hong Kong, added: “In creating this campaign, we wanted a fresh and innovative way to engage and delight our customers, keeping in mind that movies and pizza go hand-in-hand. Ogilvy has really taken creativity and technology to a new level with this fun, distinctive product.”

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. His favourite Pizza Hut topping is the BBQ Meat Feat. Because he's an unashamed carnivore!

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