SO DON’T BORE proudly presents the campaign for Pizza Hut Hong Kong, bringing Chinese culinary tradition into modern fusion. 

The Creative Ambition

Through crafted storytelling, we aimed to transform Pizza Hut’s new Soy-Braised Abalone Cheesy-8 Pizza (醬漬鮑魚八芝批) from an east-meets-west product innovation into a compelling brand narrative.

The Story : An Unlikely Alliance

At the center of the story were two distinct characters: Bao Qingtian (鮑大人), an iconic symbol in Chinese culture, and the Grand Cheesemonger (芝士知事), a master of artisanal cheese-making from the Western Regions (西域). Their unexpected encounter unfolded in a cinematic TVC that blended modernized Chinese vibes with contemporary storytelling.

The Strategic Impact

This work demonstrated SO DON’T BORE’s expertise in elevating product ideas into cultural storytelling, while showcasing Pizza Hut’s leadership position in Hong Kong’s dynamic dining landscape.