Debonairs Pizza Embraces the Spirit of Summer with Triple Decker Pizza

Robot’s Paul Ramaema directs the campaign for FCB Joburg

FCB Joburg and Robot has launched a new campaign for Debonairs Pizza which is a popularly enjoyed South African Pizza brand. Debonairs Pizza, a staple South African brand which is popularly known for their divine and wide range of pizza offerings.

The eye popping animation featured a 2D animated character known as Debza whom Robot had to accommodate in its storyboarding when considering the framing for all the shots he would be featured in.

The campaign revolves around the announcement of the newly introduced Triple Decker topped pizza. A three layered pizza which customers are offered a free R200 sports voucher upon purchase of the triple decker topped pizza (brand title). It is a festive campaign meant for the hot summer season South Africa finds itself in.

The campaign was shot in South Africa’s most well known and historic township, Soweto, Robot’s intention was to truthfully capture the spirit of summer whilst bringing attention to the wide range of people who love Debonairs Pizza. Shooting food, mainly pizza is an interesting facet as it displays the interesting ways in the amount of detail that goes into visually captivating audiences by enticing their palettes with stylistic shots. The interesting collaboration was clients direct involvement in ensuring that we designed a soccer jersey that will be an iconic design to the debonairs brand.

Festive is back, like your favourite uncle. What’s a hot summers days without a little vibrancy and pizza toppings to complete the afternoon.

One of Robots biggest inspirations came from soccer players and their hairstyles. Due to the commercial being focused on soccer and the festive season, the team had to design a soccer jersey that represents the character who moves through the various scenes, and make the other characters he engages with have a personality and authentic look of their own. So Robot used the idea of expanding on how soccer players would generally want to stand out using their hairstyles, something that makes them and in this instance the cast memorable.

The project is currently flighting on local sports channels, lifestyle channels as well as online social media platforms.