Crust Pizza launches playable posters in new collaboration with Peking Duk via 3rdspace
Crust Pizza via 3rdspace has evolved the #outofthebox platform with an innovative music partnership. 3rdspace has enlisted dynamic DJ duo Peking Duk who create music in the same way Crust makes its pizzas – out of the box.
3rdspace worked with Peking Duk to produce a range of beats that became not only the soundtrack to the hero film, but also the beats of a series of interactive posters that encourage users to touch, press, and essentially play the poster, allowing them to create their own track and “mix it up with Peking Duk”.
3rdspace worked with JCDecaux and Initiative to bring the idea to life using JCDecaux Citlights and StreetTalk posters. The playable Citylights and StreetTalk panels are located in high pedestrian, high dwell time locations in Sydney, Melbourne and Brisbane ensuring the campaign ‘makes everyday moments more delightful’ for commuters and pedestrians, throughout 
the day.
Says Alan Klein, head of creative solutions, JCDecaux: “In a JCDecaux first, the printed posters themselves are interactive. It’s been exciting to see our posters come to life using technology that definitely takes them ‘out of the box’.”
Each phase of the campaign will be supported with cutting edge and strategic content, outdoor media, radio and marketing collateral that has been designed to create a high engagement across all channels.
Says Rob Logan, founder and ideas director of 3rdspace: “We’re proud of how a content orientated strategy is going to resonate across all forms of media in innovative ways – we wanted to ensure every element was #outofthebox.”
Crust Pizza will be offering their fans the chance to win tickets to the Nova Red Room ARIA edition featuring Peking Duk and powered by Crust, on November 17th in Sydney.
Says Zoe Jacovou, marketing manager, Crust: “We loved 3rdspace’s original, innovative and holistic concept which aligned perfectly with our brand strategy. We’re excited to bring the campaign to life via our collaboration with Peking Duk and to give both Crust and Peking Duk’s fans the chance to win tickets to our exclusive Nova Red Room event by purchasing a gourmet pizza online from www.crust.com.au.”
Client: Crust Pizza
Creative: 3rdspace Communications
Collaborators: Peking Duk
OOH: JCDecaux Innovate
Media Agency: Initiative
3 Comments
Use Peking Duk to sell a Peking Duck pizza
As above
Clever choice 3rdspace Communications. Peking Duk are brilliant music creators and DJs, loved by young, in between and old.
When is this fabulous concept coming to Canberra? Maybe it’s already here and I just haven’t come across a poster as yet.
Go Crust! and Peking Duk!