The entire process – from creative concept to execution – has been be produced in-house by the agency’s W Studio function, which is led by creative director Scott Dimbleby.
The work was awarded to W following several attention-grabbing creative campaigns, including its recent Old Spice parody and last year’s 'bee pizza'.
PRWeek understands the expanded brief has delivered the agency a sizable uplift in fee income.
Media buying for the OOH work will be handled by Papa John’s media agency partner.
The campaign, which is inspired by a series of globally renowned memes, follows a detailed social listening exercise.
The OOH campaign reimagines internet in-jokes to promote new ‘pizza-flavoured toppings’. It will run across buses, bus stops, six-sheets and 48-sheets, plus digital, social and online.
“We set out from the very beginning of the relationship to be truly ‘untraditional’ in our approach, and to date we can firmly say we’ve achieved that,” Dimbleby said.
“In the past few months alone, we’ve turned Old Spice into New Spice, delivered pizza with carnival performers, created an 8-bit-style video game that hacks Instagram Stories, and now we’re taking on a full advertising brief that I see on my way to the office every day.”
Papa John’s UK marketing director Giles Codd said: “We’re delighted to be building on our creative PR portfolio with W by working on this OOH project. It’s great to see the assets designed and created with our target audience in mind, and we’re sure they will catch the eye of commuters all over the capital.”
