/ SELECT WORK
/ ABOUT
DECISIVE DECISION
PIZZA HUT IN CANADA WAS KNOWN AS A SLEEPY BRAND THAT NO ONE HAD HEARD FROM IN AWHILE. SO WE DID SOMETHING COMPLETELY UNEXPECTED. WE NEWSJACKED A LIVE POLITICAL CRISIS AND TURNED THE PREMIER OF ONTARIO’S AWKWARD BLUNDER INTO A VIRAL CULTURAL MOMENT THAT SHOCKED CANADIANS AND RENEWED THEIR LOVE FOR THE BRAND.
Agency: Ogilvy
// CASE STUDY
// SUDDEN & CONFUSING PANDEMIC LOCKDOWN ANNOUNCEMENT
JANUARY 3, 2022: FRESH OFF PROMISING A FULL REOPENING, PREMIER DOUG FORD SLAMMED
ONTARIO INTO YET ANOTHER SUDDEN LOCKDOWN. OUT WENT INDOOR DINING AND GYMS; BACK ONLINE
WENT SCHOOLS—BLINDSIDING A BURNT-OUT PUBLIC DESPERATE FOR CLARITY.
// ABSURD DOUGISMS
THROUGHOUT THE PANDEMIC DOUG FORD WAS FAMOUS FOR USING ABSURD
CATCH PHRASES,BY 2022 THE CHARM HAD COMPLETELY WORN OFF.
// CULTURAL BOILING POINT
WHEN PUSHED ON WHY THEY MADE THIS MASSIVE POLICY REVERSAL,
HE INFAMOUSLY STATED:"WE MADE A DECISIVE DECISION IN ABOUT 30 SECONDS."
THIS MADE THE GOVERNMENT LOOK COMPLETELY CLUELESS AND TREATED PEOPLE'S
LIVES LIKE AN AFTERTHOUGHT. THE PEOPLE OF ONTARIO WERE PISSED.
// LIGHTNING SPEED REACTION TIME
WE PUBLISHED A TWEET WITHIN MINUTES OF THE PREMIER SAYING THE LINE ON LIVESTREAM.
BY REACTING INSTANTLY, PIZZA HUT NEWSJACKED THE MASSIVE TRAFFIC ALREADY FLOODING THE
LOCAL POLITICAL HASHTAG (#ONPOLI). WE DIDN'T JUST JOIN A TREND: WE BECAME THE TREND.
BY TRANSFORMING PUBLIC OUTRAGE INTO COLLECTIVE HUMOR THE BRAND TAPPED INTO WIDESPREAD FRUSTRATION, CAPTURING EARNED MEDIA ACROSS MAJOR OUTLETS, GENERATING MILLIONS OF ORGANIC IMPRESSIONS, AND DIRECTLY DRIVING A SURGE IN DELIVERY ORDERS AS LOCALS AND POLITICAL OPPONENTS POSTED PHOTOS OF THEIR OWN "DECISIVE DECISION" DINNERS.