ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Promotional / Apparel
Annual ID
ADC101_BCD076M
About the Work
Pizza Hut is a nostalgic brand for most millennials and the generations that came before them. But for the new generation, it’s hard to conjure up nostalgic memories of a place they’ve never stepped foot in. So, how do we get GenZ as excited about Pizza Hut’s iconic nostalgic pieces? We take on a space that speaks to them.
One of the hottest trends in fashion during last year was vintage streetwear. Meanwhile, Pizza Hut had just debuted a TV campaign featuring Craig Robinson in a custom-made tracksuit paired with a blinged-out pizza chain. Let’s just say Twitter was ablaze looking for that tracksuit. So we decided to give our pizza lovers what they wanted. Capitalizing on this and the fact that athleisure was a relevant fashion trend, we came up with Tastewear™—the newest line of pizza gear. Because when you're eating the best, you gotta look your best.
The Pizza Hut Tastewear™ line brings to life classic Pizza Hut brand elements in the form of limited-edition apparel and accessories and marks the first drop from the new PizzaHutShop.com. The Tastewear™ collection marks the first of many Hut Shop drops offered exclusively through the new PizzaHutShop.com that officially opened on July 27. Our piping-hot Tastewear™ collection includes the tracksuit, pizza slides, pizza chain, the Tiffany lamp t-shirt and, of course, the red cups. All these iconic items were packaged in a specially designed packaging in the shape of the iconic red Hut.
To launch the collection, we partnered with prominent fashion, gen-z and nostalgia influencers on Instagram and TikTok. Items started to sell out within the first 24 hours. With 1.02 billion earned impressions and 5.5 million more on social media, we recruited a new generation of fans, transitioning Pizza Hut from that old pizza restaurant to lifestyle brand.
One of the hottest trends in fashion during last year was vintage streetwear. Meanwhile, Pizza Hut had just debuted a TV campaign featuring Craig Robinson in a custom-made tracksuit paired with a blinged-out pizza chain. Let’s just say Twitter was ablaze looking for that tracksuit. So we decided to give our pizza lovers what they wanted. Capitalizing on this and the fact that athleisure was a relevant fashion trend, we came up with Tastewear™—the newest line of pizza gear. Because when you're eating the best, you gotta look your best.
The Pizza Hut Tastewear™ line brings to life classic Pizza Hut brand elements in the form of limited-edition apparel and accessories and marks the first drop from the new PizzaHutShop.com. The Tastewear™ collection marks the first of many Hut Shop drops offered exclusively through the new PizzaHutShop.com that officially opened on July 27. Our piping-hot Tastewear™ collection includes the tracksuit, pizza slides, pizza chain, the Tiffany lamp t-shirt and, of course, the red cups. All these iconic items were packaged in a specially designed packaging in the shape of the iconic red Hut.
To launch the collection, we partnered with prominent fashion, gen-z and nostalgia influencers on Instagram and TikTok. Items started to sell out within the first 24 hours. With 1.02 billion earned impressions and 5.5 million more on social media, we recruited a new generation of fans, transitioning Pizza Hut from that old pizza restaurant to lifestyle brand.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
GSD&M / Austin
Design Firm
Select Design / Burlington
Production Company
Homestead Creatives / Austin
Art Director
Ramsey Chandler
Copywriter
Stephen Lintner
Chief Creative Officer
Jay Russell
Creative Director
Brandon Curl
Dale Austin
Laura Canzano
Designer
Dasha Martikainen
Stephen Jablonski
Executive Creative Director
Tom Hamling
Photographer
Phil Kline
Producer
Josie Wilken
Marilyn Rose
Social Media Manager
Jessica Peltzman
Strategist
Samantha Seroki
Alice Kozdemba
Account Supervisor
Lacey Bobo
Project Manager
Chantal Kharas
David Forbert
Sarah Tremmel
Retoucher
Tom Spillane
Account Manager
Morgan Spencer
Studio Supervisor
Michele Head
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