Mr Pizza is Korea’s largest pizza chain, and it had plans to expand into the US market. To get people talking about a Korean pizza chain, we decided to position Mr Pizza as the absolute experts in pizza, bar none.
We created a documentary that explored our made-up theory that pizza was actually invented in Korea, and stolen by the Italian explorer Marco Polo in the 13th century. To add authenticity, we invented a fake historian, an archaeologist, a culinary expert, a Buddhist scholar, an ancient folk song, a conspiracy theory blogger, a Chinese ambassador, and we even included the real CEO of Mr Pizza.
Silver Pencil at The One Show, Bronze Lion at Cannes.