Toronto-based agency photographed every pizza on Toronto hot-spot Pizzeria Libretto’s menu for a new social media campaign via Instagram.
With business booming at the Verace Pizza Napoletana (VPN) approved restaurants, “there was no time or space for servers or menus to give diners the in-depth details they were looking for.” Union realized that Instagram posed the solution and created Librettogram. They photographed each pizza on the menu and cropped them into nine separate shots that re-from into indivudal pizzas in Instagram’s Grid View. When users log on to Libretto’s Instagram, they can scroll through the entire menu with a flick of their finger, and click on a picture to bring up a closer view and more detailed information. In Union’s words, “By reframing the VPN story into a format and medium our target engages with every day, we were able to deepen customers’ appreciation for what Pizzeria Libretto does and strengthen their connection to the restaurant.” Credits after the jump.
Client: Pizzeria Libretto
Executive Creative Director/Partner: Lance Martin
Copywriter/ Associate Creative Director: Mike Takasaki
Art Director/ Associate Creative Director: Glen D’Souza
Account Manager: Rhiannon Enss
Head of Integrated Production: Jen Dark
Production Artist: William Leung
Social Strategist: Alex Avendaño
Photographer: Edward Pond