The brief was to help launch the new Upper Crust Pizza range as something “a little more special”.
It all started with the collection of old bikes, doors, lights and photo frames, which were bent, welded and drilled together to form a nine-person Upper Crusted mobile pizza table. This process was captured by MTV and crafted into a music video.
The Bicycle Banquet toured around Australia sampling and Upper Crusting people’s everyday lives. We then asked people via their social networks to share their experience and nominate friends for a special seat at one of our massive 100 person banquet tables in Melbourne and Sydney.
Upper Crust Pizza sales doubled as a result of the campaign and a new phrase was added to the vernacular of Australian pizza lovers - Upper Crusting.