PIZZA HUT X IKEA SÄVA

Short List
TitlePIZZA HUT X IKEA SÄVA
BrandPIZZA HUT HONG KONG
Product / ServicePIZZA HUT
CategoryB04. Packaging Design
EntrantOGILVY HONG KONG, HONG KONG
Idea Creation OGILVY HONG KONG, HONG KONG

Credits

Name Company Position
Reed Collins Ogilvy Asia Pacific Chief Creative Officer
John Koay Ogilvy Hong Kong Executive Creative Director
Matthew Nisbet Ogilvy Hong Kong Executive Creative Director
Michele Salati Ogilvy Hong Kong Creative Director / Head of Art
Ollie Davis Ogilvy Hong Kong Associate Creative Director
Amy Cheng Ogilvy Hong Kong Associate Creative Director
Soenar Santoso Ogilvy Hong Kong Senior Art Director
Lucy McNally Ogilvy Hong Kong Photographer
Jacqueline Ho Hogarth Agency Producer
Iris Liu Ogilvy Hong Kong Executive Group Director
Vincent Lam Ogilvy Hong Kong Account Director
Rachel Tsui Ogilvy Hong Kong Account Manager
Clover Yuen Ogilvy Hong Kong Account Executive
Ray Lam Ogilvy Hong Kong Content Lead
Jim Wong Ogilvy Hong Kong Content Strategist
Ricky Chung Ogilvy Hong Kong Content Specialist
Kaycee Li Ogilvy Hong Kong Senior Brand Strategist

Cultural / Context information for the jury

N/A

Translation. Provide a full English translation of any text.

N/A

Tell the jury about the art direction.

In terms of Art Direction, we created our packaging for the Säva in-line with IKEA's established aesthetic. The giant pizza box that the flat-pack table was delivered in also featured step-by-step infographic instructions and IKEA's iconic typography. All of the content featuring the table was purposefully shot on either a solid yellow or plain white background - keeping the Säva and the Pizza Hut x IKEA meatball pizza the focal point. In our launch film we used multiple close ups of the Säva to accentuate its curves and cheekily position it as a 'design classic'.