2025 Winner

Pizza Hut launched its first Cheeseburger Melt, a folded pizza filled with burger ingredients. However, it would be challenging to win over customers loyal to
ubiquitous burger chains.

“Cheat on Your Cheeseburger” trolled the chains by inviting their employees to show up in their uniforms for a free Cheeseburger Melt. The film depicted burger joint employees covertly trying the new item, while OOH boards and trucks were placed
outside burger shops.

While the one-day activation was only experienced by burger employees, the message was shared and picked up widely, with 58.6 million impressions and a
200% increase in sales.

Credits

Creative Agency: Leo Toronto
President: Ben Tarr
Chief Strategy Officer: Tahir Ahmad
Managing Director, Account Services: Natasha Dagenais
Chief Creative Officer: Steve Persico
Executive Creative Director: Kohl Forsberg
Senior Art Director: Matthew McDonald
Senior Copywriter: Layton Wu
VP, Production Director: Emma Du Boisson
Senior Producer: Kaitlyn Balmer
Group Account Director: Scott Lyons
Account Director: Krzysztof Iwanicki
Account Supervisor: Ashleigh Mulholland
Account Executive: Vanessa Niragiri
Integrated Project Manager: Jessica Rinaldi
Design Director: Marcelo Hong

Production: MERCHANT
Directors: The Perlorian Brothers
Executive Producer: Hayley Taylor
Line Producer: Andrew “Sully” Sulliman

Editorial: Outsiders
Editor: Cam Anderson
Assistant Editor: Nathan Olszewicki
Executive Producer: Kayan Choi

Colour & VFX/Finishing: Fort York VFX
Colour Artist: Jason Zukowski
Colour Assistant: Jose Salinas
Lead Flame Artist: Marco Polsinelli
Flame Artists: James Marin
Flame Assistant: Abraham Lim
CG Artist: Davor Celar
VFX Executive Producer: Erica Bourgault-Assaf

Audio: Grayson Music Group
Audio Executive Producer: Nicholas Shaw
Voice Director: Mark Domitric
Sound Design: Vlad Nikolic

Client: Pizza Hut Canada
Chief Brand Officer: Daniel Meynen
Marketing Director: Jennifer Ligotti
Marketing Manager: Daniela Di Vito