Cannes Lions

“Rise to the Occasion” – A Pizza Party Anthem by DIGIORNO

DONER , Southfield / NESTLE / 2017

Film
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Supporting Images
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Overview

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Credits

Overview

Description

The idea was to celebrate the moments of people coming together with a DIGIORNO® pizza. To do this, we look at different ways to enteratain. We landed on the idea of creating a song that showcases all the amazing moments that arise while a DIGIORNO® pizza bakes up hot fresh in the oven.

Execution

We crafted a finely tuned roll out schedule to launch the song and music video. It started with a :30 teaser that we released with a press day for Von Miller. We did this 3 weeks prior to the NFL playoffs to capitalize on build up to the NFL playoffs, but also in moments when press would care to provide coverage.

The teaser hinted at something grand coming. From that moment, we then created individual pieceso of content for each influencer to share on their social channels and launched a digital experience on DIGIORNO®.com. This helped created even more momentum for the song, which launched on 1/3/17.

Outcome

To date, the video and supporting assets have amassed over 15M+ total views. In conjunction, YTD DIGIORNO® sales are up 6.3%.

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