Hell Pizza
‘Buy Now, Pay Later’ schemes can be used for almost anything. But while they promise convenience, they’re also adding financial pressure and trapping Kiwi’s in spirals of debt. So when these payment companies approached Hell Pizza, we responded with a statement against a lifetime of debt...
With Hell Pizza’s own payment scheme, Afterlife Pay a multi-channel campaign that used TV and OOH
to drive people to a microsite that generated a legally-binding amendment to their wills.
Afterlife Pay started as a piece of student work that my copywriter (Crystal Hay) and I pitched to our student mentors at Yarn (Matt Stellars & Rich Robson) they guided us to further develop this work.
It went on to win multiple Axis awards and was shortlisted for a Cannes Lion in 2024.
The campaign sparked conversation worldwide around buy now pay later schemes with 100+ news headlines, and 17,976 wills amended with zero repayments…so far.
📰 Press
Washington Post - Business Insider - Stuff
Client: Hell Pizza
Agency: Yarn
ECD: Mat Stellars & Rich Robson
Copywriter: Crystal Hay
Art Director: Michael Gillard-Allen
Producer/Director: Trish Phelan
PR: Thorn PR