Is it a pizza sign?

Agency: Silver+


Question of the day:
Is it a pizza sign?


In recent years, artificial intelligence has made impact on various industries, from healthcare to finance, and now, even the food industry. The latest example is a pizza brand in Sweden that has taken advantage of AI technology to create a marketing campaign that has captured the attention of pizza lovers in every city corner.

The Swedish pizza brand Grandiosa´s campaign, developed by creative agency Silver+, involves scanning give-way signs to see if the signs reveal a pizza slice. This may seem like an unusual way to market pizza, but the reason is simple; with a bit of imagination, the three-cornered sign looks like Grandiosa´s famous graphic pizza slice. As Grandiosa´s communication concept is “A slice of Sweden” it all comes together.

The idea behind the campaign is simple: when a person comes across a give-way traffic sign, they can scan it using their smartphone. The AI technology will then analyze the sign and determine whether it is one of the special signs that reveal a pizza slice. If the sign is determined to be a special sign, a pizza slice will appear on the person's phone screen and he or she will get a real pizza for free from Grandiosa.

The pizza company's AI technology uses a combination of image recognition and machine learning to analyze the signs. It has been trained to recognize the specific features of the signs, which include certain colors, shapes, and patterns. This ensures that the technology is accurate and reliable.

The campaign has been a success, attracting both existing and new customers to act. One week into the campaign, well over 10 000 interactions was recorded and more people are joining every day, excited to discover hidden pizza slices on the signs.

This campaign is a good example of combining creativity and innovation. It demonstrates how AI technology can be used in unexpected ways to engage with customers and create a memorable brand experience.

This professional campaign titled 'Is it a pizza sign?' was published in Sweden in April, 2023. It was created for the brand: Grandiosa, by ad agency: Silver+. This 360°, Digital, and Experiential media campaign is related to the Food and Gaming industries and contains 1 media asset. It was submitted 5 months ago.


Advertising Agency: Silver+, Gothenburg, Sweden
Production Company: Fully Studios
Creative Director: Niklas Lilleus
Art director: Felicia Adolfsson
Copywriter: Niklas Arvidsson
Final Art: Victoria Olsson Bill
Account Director: Pernilla Lundgren Ståhl


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.