ogilvy hong kong's blockbuster box turns into an impromptu projector

ogilvy hong kong’s blockbuster box turns into an impromptu projector
all images courtesy of ogilvy & mather group

ogilvy & mather group hong kong have joined forces with pizza hut hong kong to launch a product innovation campaign, ‘pizza hut blockbuster box’. targeted at bringing in consumers of the young hong kong crowd, the project brings together pizza and movies. seems like a pretty fail-safe marketing plan, and so far its proven to be so. the test, which released the boxes on april 17th of this year, has been successful enough to warrant pizza hut to release the concept in other locations. 

what is it? well, it’s basically the same pizza box you’ve dealt with as long as pizza has been in boxes. however, the design introduces two components with four illustrated graphics. first, is a perforated circle located in the front of the box. second, is a plastic lens that’s placed in a void on the mini-support that’s put in the center of the pizza. when the goods arrive at home, simply pop out the hole, push in the friction-fit lens, and use your phone to scan a code and queue up a flick from pizza hut’s selection. then sit back, devour your freshly served pie and enjoy the impromptu theatre experience. 

‘fully loaded’

‘anchovy armageddon’

‘hot & ready’

‘slice night’

‘hot and ready’ with lens

poster ‘fully loaded’

series stacked

designboom has received this project through its ‘DIY submissions’ feature, which welcomes readers to submit their own work for publication. see more designboom readers submissions here.

edited by: nick brink | designboom