Cannes Lions

PIZZA

CRISPIN PORTER + BOGUSKY, Boulder / DOMINO'S PIZZA / 2011

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Overview

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Credits

Overview

Description

Our noble charge? To deliver unto our employer packaging as beguiling as the baked bounty within, while imparting upon it a fair measure of the wisdom garnered in the development and craft of their best pizza ever.

Execution

To justly portray our customers’ fair words, we found ourselves in want of an old-world illustration style to convey a whimsical storybook feel appropriate to home and hearth. To this noble end, over twenty hand-etched creations were painstakingly drawn in London, then ferried by internet across the Atlantic to grace our presses.

Outcome

’Tis a veritable truth that nearly 8,000 sage maxims were justly submitted by our faithful fans. Of these, 8 of sublime wisdom were chosen to be immortalised in corrugated cardboard. To this date, no fewer than 100 million pizza boxes have been bestowed with the words of wisdom from our customers, for an estimated 330 million media impressions (without a sixpence of paid media).

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