BOSTON PIZZA: BOSTON, CANADA
Canadians don't know Boston Pizza is Canadian. Now, as BP is set to celebrate their 60th anniversary, they want to leverage the milestone to remind Canadians that they are proudly Canadian and all restaurants are locally owned and operated.
To celebrate this incredible anniversary, we reclaimed the name of Boston. We bought a plot of land in Boston Pizza's birth place of Alberta and put Boston on the map. The Canadian map.
Art Director: Jose Delos Santos
Designers: Richmond Truong, Naomi Smith, Andres Uribe
Copywriter: Kim Monitto
First, we needed to inform the rest of Canada about our 100% real city that they should totally visit.
Then, we perfectly curated the city of Boston so that flights to Alberta would be fully booked for the next four years.
BMP = Boston Museum of Pizza... a name almost as recognizable as The Louvre
We obviously had to promote the oasis of Boston on the Boston Pizza socials. As well as create a very real, very official Twitter for the city itself.
And finally, we set up digital tourist kiosks all over Canada. Visitors could learn more about Boston, as well as place an order for our limited-edition, 60th anniversary maple leaf shaped pizza.
Thank you for visiting!