Talking brand with Brand Union

Transform magazine caught up with Brand Union at the Transform Awards Asia-Pacific where it won the Grand Prix and a clutch of other awards. Here they talk about their work with Pizza Hut, Dongguan Minying and brand concepts in the Asia-Pacific region and beyond.

Benedict Gordon, MD of Brand Union's Hong Kong office talked about Pizza Hut's much-loved convertible pizza box. The humble carton was transformed via a smartphone into a film projector. Andrew Reynolds, creative director at Brand Union, says, "Pizza and movies are a match made in heaven." Pizza Hut's CEO in Hong Kong, Richard Leong, spoke about the value of design and creativity in Pizza Hut's brand experience.

This is the first in a series of films, the second will be posted to Transform magazine's YouTube channel this spring.