2020/2021 Winners & Shortlists

Cultural / Context information for the jury

For our socially savvy millennial consumers, “the feed eats first” so we wanted to ensure that the experience was both talked about and worthy of being captured “for the gram”. With experiences being key to our audience, our packaging design was created to be truly immersive. We created three different illustrations to bring to life the horrific origin story of the Wicked Black and showed them being visually held in place by the mouth of mythical beasts from horror stories and folklore. Orders placed for The Wicked Black during the week of Halloween also came with access to limited edition haunted stories, from Pizza Hut’s own ‘candle-lit’ audio book, Tales from The Wicked Black. The tales were accessed via a unique snapchat code which lured pizza eaters to an original spooky story online.

Tell the jury about the illustration.

For Halloween, Pizza Hut's chefs conjured up a new creation, a pizza baked with the fires of hell and infused with the darkness of the void called THE WICKED BLACK. All it needed was the perfect vessel to contain its horror and tell its spine-chilling story. We worked with three illustrators to create three horror-inspired pieces of packaging artwork, each one crafted around the Wicked Black’s distinct look and shape. They drew inspiration from the genre’s most recognized themes and characters – setting the tone for a truly frightening feast. When the daring diners lifted the lid, they came face-to-face with a completely unexpected pizza eating experience. In addition to the horrific illustrations, the boxes were sealed with a unique Snapchat code, luring unknowing pizza eaters to an original spooky story online.