With a new pizza on the horizon, our task was to launch Debonairs Pizza online, while at the same time introduce a unique-looking pizza innovation and get people to try it and love it. This was a pizza that
has never been seen in this country, which made for a challenging brief. At first glance, the pizza gave
us a ‘What the F#@K???” moment, and from there the creative concept was born. This initial reaction of confusion and surprise was a natural and honest human reaction – the perfect insight.