Another creative idea whose target audience is the jury of international award shows rather then the client’s consumers. There is quite a difference between designing with awards in the back of your mind, or the people who would actually end up with the campaign in front of their noses. This is such a case of an agency grabbing big awards, getting great PR, but most likely having to start over on a more realistic strategy for Papa John’s Pizza.

Nevertheless, especially the idea of using the fold as the pizza box is quite a genius design solution worth sharing.

(Thanks to Kevin for sending it along, original to be found here)