Liga o FDS
Pizza Hut Brazil launched Liga o FDS, a platform built around the double meaning of the phrase: weekend and switching off from routine. The idea turns that Friday feeling into a cultural trigger for relaxation, socializing, and sharing pizza.
Created to help the brand own hunger occasions, especially in delivery, the campaign strengthens Pizza Hut’s role in moments when work is left behind, friends show up, and pizza becomes the center of the experience. More than a campaign, Liga o FDS is a state of mind. Pizza is not just food. It is connection, ritual, and the perfect way to start the weekend.
At Brazil’s unofficial weekly Sextou o’clock, Pizza Hut takes over major streets in the country’s biggest cities with OOH activations and strategic coupon drops, turning urban clocks and high traffic spots into bold signals that the weekend has officially begun and it is time to switch off from routine.
To kick off Liga o FDS, the campaign launched with a special teaser inside Não Importa, Porta dos Fundos’ show. In the episode, Gregório Duvivier and João Vicente are surprised by stacks of Pizza Hut boxes and instantly abandon the program to enjoy the moment, bringing the campaign’s spirit to life: when pizza arrives, everything else can wait.
VP: Marcelo Bruzzesi
Creative Director: Juliano Almeida
ACDs: Carol Freitas and João Selare
Creative Team: Carol Freitas, João Selare, Cleber Vaz, Vinicius Assis, Gabriela Santos, Vinicius Serafim, Ana Carolina Pedro, Vilker Vitorio and Marina Maia.