HS Ad and the digital asset exchange "Upbit" will run an "Upbit Pizza Day" campaign on the 22nd to mark Bitcoin Pizza Day. The campaign is designed so people can enjoy Bitcoin Pizza Day, which had remained an industry insider anniversary, as if it were a piece of pop culture content.
Bitcoin Pizza Day is May 22, 2010, a day that commemorates the first transaction in which actual pizza was purchased with bitcoin. HS Ad and Upbit said they planned this campaign not just to publicize an anniversary within the digital asset industry, but to build a brand experience in which the date "May 22" itself naturally brings Upbit to mind.
The campaign video was produced using the expression "You know what day it is today, right?", which is familiar online and consumed like a meme. Rather than repeatedly delivering brand messages, it is structured so consumers can enjoy the ad like a fun piece of content. With a fast tempo, natural directing, and active use of popular catchphrases and situational setups familiar to the public, it boosted immersion. The campaign video surpassed 10 million views three weeks after release.
In particular, actor Ko Kyung-pyo joined the campaign, naturally bringing to life meme-based comic skits with a characteristically friendly and sly performance. HS Ad said it focused on delivering stories about virtual assets, which can feel specialized and difficult, in a more comfortable and mainstream way.
HS Ad also developed the "Upbit Daisy Pizza." Based on the linguistic idea of "Daisy" inspired by "Day," it evokes the shape of a daisy flower. To achieve completeness and taste in the menu, it collaborated with Papa Johns.
The limited-edition "Daisy Pizza" was provided to 300 people selected by lottery from among members who participated in Upbit's "Pizza Support Card Event." The support messages written by participants will be delivered with pizzas sponsored by Upbit to child care facilities nationwide.