We decided to not only speak to pizza lovers in an insightful and surprising manner, but to build an occasion around ordering pizza. This then translated to the thought that there are layers to every scenario; that behind every pizza box, is a story; a reason that someone decided to order delivery.

We chose to literally carve depth into each pizza box as a way to represent the layers behind every decision to order pizza, in a quirky and visually arresting way. Every story was drawn and composed using real Pizza Hut boxes, and every piece was meticulously cut by hand.

Each piece of artwork depicts a situation familiar with everyone, but particularly relatable to young adults. One story was of a disgruntled family, disturbed by the number of unexpected guests that seem to turn up from all directions. Another story depicted how a mother created chaos in the kitchen, leaving her family members hungry at the dining table. The final story showed an ultra-busy woman, who has to juggle a baby and multiple house chores, giving her absolutely no time to cook.

All these scenarios accurately demonstrate real-life episodes that commonly lead to one ordering pizza delivery.

The Story Behind Every Box posters helped Pizza Hut Delivery recapture the target audience in a highly-saturated food delivery market. The use of the Pizza Hut boxes in the composition of these stories was not only to create a bold, striking effect, but also to remain brand-relevant, as the promotional art is made of the same material as the product packaging.