The campaign seeks to achieve this by incorporating the pizza into the Chinese word ‘fu’ (which means fortune), along with making it part of a traditional Chinese wall poster pasted on the wall during CNY.
Traditionally, Chinese families hang the poster upside down as in Chinese it means ‘fu dao’ (‘dao’ meaning upside down) which also sounds like ‘fortune arriving’ (‘dao’ also meaning arrival).
A JWT Singapore spokesperson says this wish of fortune arriving is something that will resonate even more with Singaporeans, "Especially as Singapore is recovering from the economic downturn, and everything is looking more upbeat."
The MRT Pillars include ‘a slice of history’, with the copy reading ‘Fashioned after a Chinese coin, the Fortune Pizza Symbolises prosperity, abundance and good fortune. When three coins are strung together, they are worn to attract wealth.’
Credits:
Project Fortune Pizza
Client Pizza Hut Singapore
Agency JWT Singapore
Copy writer Gao Yuan Heng
Art Director Tay Kok Wei
Exposure Print, MRT station panels, bus stop posters
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