Boston Pizza: BP in Bed by john st

Agency: john st
Client: Boston Pizza
Date: Jun 2018
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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

Online: Tendril

Audio House: Audio Process