Writer-Producer
DiGiorno - It's Not Designer, It's DiGiorno
The Ask: Tap into a cultural insight that'll transform this pizza brand into a viral conversation piece.
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The Idea: Hijack the jewelry market with a creative twist on ways people describe their frozen pizza.
Because boujee jewelry brands with equally boujee names (think Bulgari, Marco Bicego, or Swarovski) each produce identical-looking advertisements, a brand named DiGiorno can slip right into their market.
While DiGiorno is known for their frozen pizza and not jewelry, modern slang terms describe someone with bling as having “Ice”, “Sauce” and “Drip”... all words that neatly describe both jewelry and frozen pizza.
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While this brand previously had little chance of coming up in conversation, you can now answer questions about your new jewelry with our new tagline:
“It’s not Designer, it’s DiGiorno”.
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This jewelry line addition to the known pizza brand will launch as Summer ends: an era when college students are both stocking up on frozen meals and preparing their fits for the ever-important first impressions of the semester.
#FitCheck
#DesignerDiGiorno
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Reel for Social:
Art Direction by Macie Thelin
Photography by Cole Bates