Droga5 launched a March Madness campaign for Pizza Hut built around a pair of “Pie Tops” — shoes that let you order a pizza from the chain at the touch of a button via gelocation and connection to a special Pie Tops app.
The agency worked with “Shoe Surgeon” Dominic Chambrone to bring the idea to life.
“This is one of those ideas that as soon as we saw it, we wanted to buy it,” David Daniels, vice president of media and advertising for Pizza Hut parent company Yum Brands, told AdFreak. “It hit everything we wanted to communicate in this window in a fun, really relevant way. And it was beautifully tied to the thematic of the tournament and the season.”
To illustrate the “Pie Tops” in action, Droga5 turned to former NBA star Grant Hill for spot which also advertises the chain’s March Madness promotion, which involves a two-topping pizza for $7.99,
Only 64 pairs of the sneakers were made (presumably including the ones given to Hill), one for each team in the March Madness tournament. According to AdFreak, most will be given out to brand influencers and media personalities, but “a few lucky Pizza Hut fans are likely to get some pairs, too.”
“As far as we know, this has never been done before,” Daniels added. “We feel it’s highly culturally relevant. Sneakers are hot.”
Credits:
Agency Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Scott Bell
Creative Director: Tara Lawall
Associate Creative Director: Ben Bliss
Associate Creative Director: Evan Schultz
Associate Design Director: Mark Yoon
Chief Creation Officer: Sally-Ann Dale
Co-Director of Film Production: Jesse Brihn
Co-Director of Film Production: Bryan Litman
Broadcast Producer: Scott Sitman
Associate Producer: Tony Xie
Associate Director, Production Business Affairs: Librado Sanchez
Senior Business Affairs Manager: Alesa Blanchard-Nelson
DIrector of Interactive Production: Niklas Lindstrom
Head of Art Production: Cliff Lewis
Head of Print Services: Rob Lugo
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Ramon Jimenez
Strategy Director: Ben Brown
Strategist: Pj Mongell
Communications Strategy Director: Delphine McKinley
Communications Strategist: Mariel Milner
Data Strategy Director: Lily Ng
Data Strategist: Christina Fieni
Group Account Director: Ben Myers
Account Director: Bradley Allen
Account Supervisor: Jordan Cappadocia
Account Manager: Victoria Gan
Associate Account Manager: Andrew Mullen
Senior Project Manager: Andrea Verenes
Associate Counsel: Erica M. Palaia
Pizza Hut Client
Chief Brand & Concept Officer: Jeff Fox
Chief Marketing Officer: David Timm
VP, Advertising & Media: David Daniels
Brand Manager: Antonieta Moreland
Senior Associate Manager, Marketing: Amanda West
APR Cost Consultant: Ron Hacohen
Production Company Biscuit Filmworks
Director: Matt Dilmore
Executive Producer: Rick Jarjoura
Head of Production: Mercedes Allen-Sarria
Line Producer: Andrew Denyer
Editorial Rock Paper Scissors LA
Editor: Carlos Arias
Assistant Editors: Anne Laure-D’hooghe
Producer: Ashley Bartell
Executive Producer: Eve Kornblum
Post Production MPC NY
Grade: MPC
Colorist: James Tillett
Executive Producer: Dani Zeitlin
Producer: Jenna Gabriel
VFX: MPC
Senior Producer: Matthew Loranger
2D Lead: Bilali Mack
VFX Team: Mazyar Sharifian, Anthony Ricciardi
Music
Production: Squeak E Clean Productions, Inc.
Composer: Justin Hori
Executive Producer: Amy Crilly
Producer: Christine Billich