- Gained national industry press coverage.
Yes, Papa John’s are known for their pizza, but to enter the spooky world of Halloween in 2022 it was jewellery they were serving up alongside their pepperoni specialities.
Famed for their dunkable garlic dip, it was only a matter of time before the garlicy power of the sauce was enlisted to ward off vampires and other ghouls of the kind. This took the form of a limited edition set of handmade pendants crafted in the shape of their famous sauce, containing a special compartment to store your protective Halloween garlic glove.
The Project Brief
To produce a spooky product video fit for Papa John’s Halloween PR campaign, it needed to show off the product in all its hand-crafted glory, whilst capturing the gothic ghoulishness of their “Stranger Bling” concept.
Collaborating with the jewellery studio, the video would need to contain shots of the pendant being crafted, detailed product shots of the final piece, as well as it being worn. All of this needed to sit in a filmic world fit for the Halloween season.
The resulting edits would be
- 1x Full Length PR Product Video (30-seconds)
- 3x 15-sec Social Media Teaser Videos (Landscape, portrait & square)
How We Approached It
Firstly, dark and moody footage of the pendant being crafted was captured. This was paired with studio-shot footage of the final product sitting within the creepy gothic setting of crushed velvet and dark, moody backdrops.
The edit then introduced some special effects, some movie magic to make the actual sauce pot fly through the sky and a stylised colour grade to complete the Halloween-ready final video.
The End
Result
A high-quality product video that showed off the spectacular product whilst also capturing a distinctly gothic tone that fit right into their Halloween PR campaign.
The style and uniqueness of the product clearly punched through, with the overall feel of the video being suitable in a Halloween setting. This was all achieved whilst maintaining that distinct Papa John’s brand identity throughout.
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