Every August, a fresh audience (Indiana University freshmen) enter the late night eatery market. We wanted to encourage these freshmen to buy more pizza. Due to its universal topping combination and low price, Pizza is loved by people of all ages and social classes. College students like staying up late partying and usually get hungry into the early hours of the morning. However, many restaurants on Indiana University’s campus close early. Pizza X offers their product until 4 am, 1 to 3 hours later then most other restaurants. Pizza X portrays a youthful brand archetype which was the bases for this campaign. The message behind this print ad is that Pizza X will pick up the phone when your sneaky link doesn’t.