As South Korean pizza chain Mr. Pizza looked to expand further in the U.S., the agency cooked up a “conspiracy theory” that pizza actually has its roots in Korea and
the concept was taken by Marco Polo. The campaign began with cryptic posters, QR codes on stickers and street protesters, leading people to the conspiracy blogger’s Twitter feed. That led them
to a Web site with a hilarious “The True Origins of Pizza” spoof-umentary, which delved into the origins of pizza and featured a “historian” and “Buddhist scholar.”
And that proved to be a viral success.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in New York on
October 1,
2012