Mr Pizza: The True Origins of Pizza

Everyone knows that the best way to get noticed is to create a little bit of controversy, a talking point. SS+K New York did just that for Korean pizza brand Mr Pizza by creating a mockumentary which looked into how Korea was actually the birthplace of pizza, at how they were the original pizza lovers before Marco Polo arrived and then took it back to Italy.

The brand - big in Korea but hoping for a larger share of the American pie - created a talking point at first, notching up 250,000 views online pretty fast - "good," says Kash Sree, SS+K's CCO, "given that it was a mini documentary and not someone with exploding pants or funny cats" - but when the agency translated it into Korean, that's when the controversy hit home with Koreans thinking it was a real film and that it brought shame onto the country. "The Korean subtitled version at one point had 87 per cent dislikes," says Sree.

As more people watched the film to the end the realisation that it was a fake documentary dawned the 'dislikes' have receeded but there's no denying that people got the message.