Pizza Pops made a film for weirdos by weirdos to celebrate weirdness
Work
Pizza Pops has been embracing their unapologetically weird nature – not a pizza, not quite a calzone… definitely weird – for years. But in a new campaign by Cossette, the brand has recruited real life weirdos to launch a rallying cry to fellow weirdos across Canada.
Pizza Pops is the category leader, but with plenty of competition, it was important to move beyond their “Weird is Good” positioning featuring actors in costumes and create a campaign that would connect with consumers and build a strong emotional affinity.
Cossette criss-crossed the country, visiting comic conventions and university campuses to find cosplayers, larpers, puppeteers, competitive eaters and more – not just to star in the campaign but to help create it, with a hand in everything from the wardrobe, animation, music and art direction.
The result is “What a Time to Be Weird” an anthemic spot that speaks to all things weird and good, loaded with mixed media, animation, and of course, Pizza Pops. The campaign builds on past campaigns but targets a slightly older demographic, with the film taking place in the kind of cubicle-filled office many young Canadians are working at their first jobs out of school.
The digital campaign will run until November and also includes four shorts focusing on the creators and their habits.