Creativity

Boston Pizza's Father's Day gift helps dads eat pies in bed

Box devised by John St. for Canadian chain converts into a tray table

By Alexandra Jardine. Published on Jun 08, 2018

Editor's Pick

What would make your average dad very, very happy on Father's Day? Canada's Boston Pizza thinks it has found the answer--a pizza box that turns into a tray for eating your pie in bed.

As seen in this video, the box easily transforms into a cardboard tray table, with legs that unfold and lock into place--just right for binge-watching while tucking into your slices. (Although some partners might think it's the worst invention ever.)

Now it might sound like a simple idea but according to agency John St., a lot went into getting it exactly right. "It's a simple idea, but a lot of thinking went into making sure it would actually work," says Creative Director Paul Little. "There were a lot of factors to consider. It had to be high enough to fit over a person's legs and low enough to comfortably eat off of. We had to compensate for the average depth someone sinks into a bed versus the average leg width, average pizza weight, the list goes on and on." He adds: "It sounds ridiculous, but knowing some lucky people are going to be able to comfortably eat pizza in bed makes it all worth it."

The limited-edition boxes will be available for Canadians to win via an online contest from June 6-11. People can comment on the video by tagging a father figure in their life for a chance to win a "BP in Bed experience,", including $100 of their favorite menu items.

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Credits

Date
Jun 08, 2018
Client:
Boston Pizza
Agency:
John St.
Assistant Marketing Manager:
Kayla Burchell
Marking Manager:
Caley French
Sr. Marketing Direction:
Adrian Fuoco
Chief Creative Officer:
Angus Tucker
Creative Director:
Paul Little
Copywriter:
Kohl Forsberg
Art Director:
Dorota Pankowska
Executive Design Director:
Mooren Bofill
Retail Designer:
Michael Arnott
Executive Director:
Cas Binnington
Head of Integrated Production:
Aimee DeParolis
Producer:
Neal Owusu
Team Lead:
Ryan O'Hagan
Account Director:
Caitlin Bourada
Account Supervisor:
Emily Farncomb
Director:
Paul Steinberg
Line Producer:
Maddy O'shaughnessy
Production Company:
Heyd & Seek
Production Company:
172
Editing House:
Outsider
Editor:
Scott Edwards
Online:
Tendril
Audio House:
Audio Process

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