Background: Nothing gets the party started like a pizza. And Pizza Hut was launching Super Limo—a meter-long pizza with 3 sides and 3 dips, in a single box. Idea: We collaborated with top Arab Hip-Hop artists to create an original song that fused English and Arabic dialects—featuring regional celebrity Tareq Al Harbi who choreographed and performed a signature Super-Limo-dance. Roll out: We shared our musical films online and in cinemas, supported with outdoor and instore, and amplified by social media content. This placed Super Limo at the center of every occasion and soon, everyone was dancing to our tune. On TikTok, our Super Limo Dance-Off challenge was an instant hit, with hundreds of people sharing their own performances on the platform. And turning the soundtrack into one of the region’s top trends. Results: TikTok Super Limo Dance-Off got 44M views in one week, with a total of 33M impressions on Facebook, our videos got more than 1.7M views, and a reach exceeding 8M. With 100,000 Super Limos sold during the 7 weeks’ campaign alone, contributing 20% of pizza hut total sales mix, we rolled out a lot more than just a party. My role: Art Director form A to Z.
