Melbourne Advertising & Design Club: OverTime Pizza

MADC, Melbourne's local creative award show, needed a way to grab the attention of its hometown industry for its 2012 event. To do this, MADC via Leo Burnett Melbourne secretly created OverTime pizza a pizza store catering exclusively to the advertising industry. Launching the company off a single online trade magazine PR release, Melbourne agencies rushed to sign-up for a free delivered pizza. When agencies received their pizza, the box revealed OverTime was MADC, fuelling the work and creative hunger for ideas to be entered in its 2012 award show.