AGENCY
Purpose.Ant
WHAT I DID
Ideation
Art Direction
BACKGROUND
Pizza has always been the ultimate sharing food. But sharing comes with a familiar problem: people just couldn't agree on which dishes to choose! Somehow nobody gets exactly what they want.
To solve this every meal dilemma, Pizza Hut introduced My Box, a one person combo meal. No more negotiating. No more compromising. Just your favorite pizza, your choice, your way.
CREATIVE SOLUTION
Gen Z is all about keeping it real. They love to make fun of those that "ra dẻ".
Those leaders who follow others" tastes. Time management masters who waste hours ordering pizza. Smart spenders dropping a fortune on one slice in a group. And folks who control their emotions but won't eat the last slice.
From this, we created "Làm Chủ Miếng Ăn, Làm Chủ Cuộc Đời" (Own Your Meal, Own Your Life), a campaign celebrating the small victories of everyday independence. With My Box, consumers can finally take charge of the things that matter most: their taste buds, their budget, their time, and most importantly, their appetite.
The Book
Introducing the ultimate self-help book that's also stomach-help!
With it, you can finally become the leader of your life, and proudly say:
"I wait for no one. I mix my way, enjoy my meal alone, and spend wisely!"
The only self-help book that doesn't teach you how to control your life, but helps you start by controlling your next meal.
- Said myself.
"BOOK" LAUNCHING
We asked a comedian who hates self-help, to launch his very own self-help book.
AMPLIFICATION
And the "Stomach-help" universe goes on...
