Pizza Hut March Madness
Brief:
Present Pizza Hut as the only win you can count on during the unpredictability of the NCAA March Madness tournament.
Team:
GCDs: Rafa Serrano, Jeff Maki
ACDs: Kevin Lane, Verenice Lopez
AD: Hannah Dobbs
CW: 🙋🏻♀️
Merch Madness
We sent March Madness Survival Kits filled with custom Pizza Hut merch to help fans and influencers cope with all the emotional ups and downs of the tournament.
Comfort Blanket
Curl into a ball and hide from these cold, dark basketball times.
Or turn it into a cape if your bracket has been heroically saved.
MARCH-PROOF MASCARA
When you just can’t stop the tears, at least prevent your makeup
from running.
P’PHONE CASE
Ever throw your phone in frustration? Just because your dreams are shattered doesn’t mean your phone has to be.
PIZZATHERAPY CANDLE
Find peace of mind in a piece of pizza. Or at least in the scent of one.
TEAR BANDS
Like sweatbands, but with ultimate absorption for wiping tears.
TV + Online Video
While every other brand focused on the wins, we sourced real fan reactions to losses.
REACTION BRACKET
We also created Pizza Hut's version of a March Madness bracket. We named the reactions then pit the emotional fans against one another.
Fans voted for their favorite reaction through Instagram stories, Twitter polls and new beta Facebook video polls throughout the tournament.