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

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.

Credits

Date
Jun 08, 2018
Brand:
Boston Pizza
Agency:
John St.
Assistant Marketing Manager:
Kayla Burchell
Marking Manager:
Caley French
Senior 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 OHagan
Account Director:
Caitlin Bourada
Account Supervisor:
Emily Farncomb
Director:
Paul Steinberg
Line Producer:
Maddy Oshaughnessy
Production Company:
Heyd & Seek
Production Company:
172
Editor:
Scott Edwards
Online:
Tendril
Audio House:
Audio Process
Editing House:
Outsider

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Project Type