The B:HIVE’s indie ad agency Yarn created headlines around the world recently when it stung Swedish climate activist Greta Thunberg in her home town!
Yarn creative directors Rich Robson and Matt Sellars saw Thunberg hit out at New Zealand for not doing anything to tackle the climate crisis and the team thought “hell” our pizza client might have something to say about that.
Yarn founder Heath Davy says billboards that suggested Thunberg could go to Hell Pizza for 100% carbon neutral deliveries in New Zealand, first went up around the country. The campaign immediately attracted a complaint to the Advertising Standards Authority. That got squashed.
Next, the team targeted Stockholm, placing one billboard 300 metres from Thunberg’s home. But that was not before one that country’s largest agencies was served with a legal threat to stop the billboards being erected.
Davy says a multi-national agency stepped up to the plate to help and the rest is history. Photos of the billboard went around the world.
Hell CEO Ben Cumming says: “The campaign hits all the right notes for us – engaging, polarising opinions and generating discussion on an important matter.”