To fulfill the brief of launching an innovative TVC campaign for l'artigiano that would entice a younger audience and elevate sales, I suggested a memorable key message: "Pizza with Content." The concept aimed to showcase the brand's genuine Italian dough, fashioned with fresh ingredients and fascinating pairings, in a manner that would appeal to the target demographic.

Our strategy involved partnering with prominent TikTokers and integrating their content into our TV spots, demonstrating the brand's fun-loving personality and authenticity in a way that resonated with the younger target audience. To accomplish this, we introduced the campaign in a vertical format, which was unconventional for Greek TV at the time.

The outcome was a series of genuine, engaging TV spots featuring fresh faces, bold aesthetics, and an abundance of pizza that encapsulated the brand's essence and struck a chord with the younger demographic. By collaborating with influencers and incorporating user-generated content, we successfully repositioned the brand and augmented sales among the desired audience.