Juan Time - Pizza Hut Thematic Campaign
Pizza Hut Philippines
Issue 23 | June 2012
Agency
BBDO Guerrero/Proximity Philippines
Creative Team
Chief Creative Officer: David Guerrero; Executive Creative Directors: Tin Sanchez, Brandie Tan; Creative Directors: Jao Bautista, Meggy de Guzman, Ian Sta. Maria, Corey Cruz; Copywriters: David Guerrero, Jao Vautista, Meggy de Guzman, Eia Garcia, Sheena Siao; Art Directors: David Guerrero, Ian Sta. Maria, Corey Cruz, Leah Mababangloob, Karen Gosingan, Claren Torres
Production Team
Xerg Aguilar, Oliver Brillantes, Vilma Magsino, Joy Panaguiton, Cielo Lafortez, Zeth Pascual, Al Salvador
Other Credits
Account Director: Paolo Acosta; Account Supervisor: Jace Burayag; Planner/Strategists: Eileen Borromeo, Celine Esguerra, Roshan Nandwani
Date
December 2011
Background
The Philippines was notorious for starting the New Year at a range of different times. Since Pizza Hut had a commitment to punctuality with the long-running "Hate Late?" campaign, this year they were determined the country should start 2012 on time.
Idea
In partnership with the government's Department of Science & Technology and with Discovery Channel, what Pizza Hut did was to have a dress rehearsal for the main event a day beforehand, a time-synchronisation event on December 30th. Complete with a parade, fireworks and celebrities.
Results
The country's biggest television network and every Filipino who partied with Pizza Hut synchronized to the Philippine Standard Time and celebrated the New Year on time, for the first time. All thanks to Pizza Hut arranging a little practice on December 30, 2011. At 7PM Philippine Standard Time. Precisely.
Our Thoughts
Working in a country where everyone seems chronically late, this campaign became a unifying force and a great extension of Pizza Hut's 'Hate Late' delivery messaging there. For many, Philippines standard time became Pizza Hut time. Powerful stuff.