Pizza 4P’S – World Peace Day
Campaign, Digital, Packaging
RE-ENGINEERING PIZZAS BOXES TO MAKE THEM A SYMBOL OF PEACE
Pizza 4Ps is a loved chain of restaurants in Vietnam that has been featured in the New York Times & BBC for their unique pizza experience. They have a mission to make the world smile for peace & commissioned us, to bring it to life.
Our initial concept was to combine the flavors of countries in conflict and make them live in harmony on a pizza. To prove if ingredients can be together on a pizza, so can we on the planet. Over many months, we worked with the Pizza 4ps chefs Mr. Shotaro Hirukawa & Ms. Natsumi Kobayashi created three ‘Peace Pizzas’:
1. India & Pakistan
2. China & USA
3. Israel & Palestine
We re-engineered the Pizza 4Ps pizza box and turn it into a garden of peace. First, the design team created colours and shapes combining the colours of the flags of the mentioned countries. These colours were then transformed into 27 individual flower patterns. The flower patterns were three-dimensional and worked as a pop-up. All the flowers were handmade & custom built. The pizza box itself was modified to keep the flower on the top of the box, where the flower unfolds itself and is revealed. The pizza box gives a sense of peace & tranquillity when someone enjoys the harmony of the flavours. When one opens the box a small poem for peace was written with the intent behind the project.
We created an additional 250 boxes that were displayed at a one-week long celebration, where the Peace Pizzas were sold at the restaurants’ marque venue. Along with the campaign a host of other initiatives like a mural for peace – an installation that was made with the exact spices that went into making the peace pizzas & an animation film was released.
100% of the proceeds from the sale of the peace pizzas are to go to the UN Peacebuilding Fund.