Canada's Boston Pizza has made an unassuming limited-edition pizza box that transforms into a self-supporting table and lets you eat pizza in bed.
With more TVs in bedrooms than ever, and more seasons to binge-watch, now’s the perfect time for this kind of pizza innovation. The result is a pizza box with legs that easily unfold and lock into place. And just like that, you can comfortably eat a pizza in bed.
Created entirely out of cardboard to adhere to food and safety standards, packaging designers went through months of prototyping to ensure it was both easy and safe to use.
The pizza boxes are part of a larger campaign to promote Boston Pizza as the best choice for dads this Father’s Day. A limited run of the 'BP in Bed' pizza boxes will be available for Canadians to win, just in time for Father’s Day. Through June 11, Canadians 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. The limited-edition boxes are available exclusively through the contest.
Client: Boston Pizza International
Assistant Marketing Manager: Kayla Burchell
Marking Manager: Caley French
Sr. Marketing Direction: Adrian Fuoco
Agency: john st.
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 / 172
Editor: Scott Edwards
Audio House: Audio Process