CLIENT:
PIZZA MARZANO
STUDIO:
MALEO - FLOCK COMPANY
ROLE:
JR ART DIRECTOR
A DIGITAL CAMPAIGN FEATURING FICTIONAL CHARACTER TO SHOWCASE PIZZA MARZANO’S NEW FLAVOURS
Pizza Marzano Indonesia aimed to enhance customer experience by offering authentic Italian cuisine for dine-in and takeaway. In early 2019, they launched new products inspired by global flavors, reinforcing their brand’s positioning: "TASTE THE AUTHENTICITY."
To bring this concept to life, we created Antonio Marzano, a fictional chef and owner of Pizza Marzano. Through a 2-month Instagram and LINE web series, Antonio traveled the world searching for authentic flavors, engaging audiences who followed his journey as if he were real.
ACTIVATION & RESULT
Antonio’s adventure spanned 5 countries over 8 weeks:
Episodes 1-2: Introducing Antonio and his struggle to define authenticity.
Episodes 3-7: His travels through different countries, discovering authentic flavors.
Episode 8: The conclusion of his journey. Each episode featured interactive quizzes, boosting audience participation.
Results
📊 3M+ Impressions
👀 2.7M+ Reach
💬 120K+ Engagement
📈 +1500 Followers
