We had to look for ways to speak to the pizza lover in both an insightful and surprising manner.

It started with a cultural insight. That it's common for Malaytake it upon themselves to invite friends to a party, even if they aren't the host themselves. It's almost a given that you'll end up with a few more mouths to feed come mealtime.

The idea of the campaign is a dramatisation of this quaint local quirk. Also, the brand had an opportunity to cut through the clutter of price-offs and discounts with a benefit driven message.

The use of a paper cutout effect was not only a visually arresting execution, but also a metaphor for how even a 'light' guest list can turn into a heavy burden as more and more people pile on.

The campaign was something that stopped people in their tracks. The brand saw a spike in calls, but more importantly, it started a dialogue with the consumer. Fans were waxing lyrical over the brand's Facebook page on how beautiful the campaign was.