JWT campaign promotes Pizza Hut's CNY special

The campaign seeks to achieve this by incorporating the pizza into the Chinese word ‘fu’ (which means fortune), along with making it part of a traditional Chinese wall poster pasted on the wall during CNY.

Traditionally, Chinese families hang the poster upside down as in Chinese it means ‘fu dao’ (‘dao’ meaning upside down) which also sounds like ‘fortune arriving’ (‘dao’ also meaning arrival).

A JWT Singapore spokesperson says this wish of fortune arriving is something that will resonate even more with Singaporeans, "Especially as Singapore is recovering from the economic downturn, and everything is looking more upbeat."

The MRT Pillars include ‘a slice of history’, with the copy reading ‘Fashioned after a Chinese coin, the Fortune Pizza Symbolises prosperity, abundance and good fortune. When three coins are strung together, they are worn to attract wealth.’

Credits:

Project Fortune Pizza

Client Pizza Hut Singapore

Agency JWT Singapore

Copy writer Gao Yuan Heng

Art Director Tay Kok Wei

Exposure Print, MRT station panels, bus stop posters