The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Integrated / Omnichannel Campaign
Annual ID
OS24_IG031M
About the Work
Pizza Hut and the Teenage Mutant Ninja Turtles go way back. Unfortunately, many of our fans are now either Splinter’s age or too young to know who that is. So with the Turtles returning to theaters, our goal was to recapture the love of nostalgic fans while creating a whole new generation of Pizza Hut lovers.
Since the Turtles are huge fans of Pizza Hut but can’t be seen above ground, our idea was to have our customers help deliver pizza straight to the Turtles in the sewers. We called it Sewer Delivery.
How do you deliver to the sewers? With the latest in manhole technology. Gamifying the Pizza Hut delivery experience, we sent consumers into the streets with piping-hot, virtual pizza on a quest to find hungry Turtles lurking in the sewers. Fans were challenged with locating manholes in real-world locations, defeating mutants, and delivering pizza to Raph, Donnie, Leo and Mikey in AR for a shot at winning real pizza, tickets and other radical prizes. The 360° campaign also included a PR stunt in which we piloted actual Sewer Delivery in the subways of New York City.
Sewer Delivery was a cowabunga-level success, garnering over 1.4 billion media impressions, including coverage by outlets like CNN, Time Out and Insider. Over 240,000 people played the AR game, making 1.1 million deliveries to manholes all over the map with thousands sharing photos of the Turtles they found on social media. The result was the dramatic return of 3.2 million Pizza Hut customers who placed an order for the first time in several months or even years. By turning all those overlooked manholes into a fun way to engage with the brand and order pizza, we won back nostalgic fans and created a whole new generation of teenage pizza lovers.
Since the Turtles are huge fans of Pizza Hut but can’t be seen above ground, our idea was to have our customers help deliver pizza straight to the Turtles in the sewers. We called it Sewer Delivery.
How do you deliver to the sewers? With the latest in manhole technology. Gamifying the Pizza Hut delivery experience, we sent consumers into the streets with piping-hot, virtual pizza on a quest to find hungry Turtles lurking in the sewers. Fans were challenged with locating manholes in real-world locations, defeating mutants, and delivering pizza to Raph, Donnie, Leo and Mikey in AR for a shot at winning real pizza, tickets and other radical prizes. The 360° campaign also included a PR stunt in which we piloted actual Sewer Delivery in the subways of New York City.
Sewer Delivery was a cowabunga-level success, garnering over 1.4 billion media impressions, including coverage by outlets like CNN, Time Out and Insider. Over 240,000 people played the AR game, making 1.1 million deliveries to manholes all over the map with thousands sharing photos of the Turtles they found on social media. The result was the dramatic return of 3.2 million Pizza Hut customers who placed an order for the first time in several months or even years. By turning all those overlooked manholes into a fun way to engage with the brand and order pizza, we won back nostalgic fans and created a whole new generation of teenage pizza lovers.
2024 Awards
Total Points: 3
Merit
Credits
Agency
GSD&M / Austin, TX
Spark Foundry
Alison Brod Marketing and Communications
Tracey Locke
RQ Agency
Client / Brand
Pizza Hut
Paramount Pictures
Nickelodeon
Production Company
Tool of North America / Santa Monica, CA
Makeout / Brooklyn, NY
Creative Zing / Orlando, FL
Art Director
Jane Choi
Associate Creative Director
Frank Tamakloe
Michelle Grant
Chief Creative Officer
Jay Russell
Copywriter
Nick Adams
Jenna Peck
Creative Director
Brandon Curl
Dale Austin
Dominique Monet
Tyler Cohen
Designer
Jason Kirtley
Executive Creative Director
Maria D'Amato
Executive Producer
John McAdorey
Group Creative Director
Wade Alger
Illustrator
Jimmy Duda
Producer
Kate Chartier
Derek Richmond
Dir. Communications Strategy
Mikael Greenlief
3D / Animation Team Lead
Sophie Langhor
Account Director
Becca Dukarski
Account Manager
Jeremy Wood
Account Supervisor
Jennifer Lam
Julia MacDonald
Chelsea Berk
Associate Director Business Affairs
Jessica Wiley
Chief Executive Officer
Duff Stewart
Developer
Juan Ramon
Digital Producer
Laura McCann
Dir. Digital Production
Amanda Talmadge
Experience Strategist
Jay Esteves
Group Account Director
Sabia Siddiqi
Head of Production
Kaili Kubpart
Lead Developer
Richard Mattka
President/EP
Dustin Callif
Production coordinator
Jasmine Johnson
Project Manager
Mariel Salcedo
Ellen Andersen
UI Motion Animator
Leonardo Conde
Related Awards
