the innovative packaging idea brings together a timeless combination pizza and movies in a whole new way by turning a typical pie box into a film projector. the campaign debuted in hong kong and features a pizza container with a special lens housed in the "pizza saver" disc that sits in the middle of the pie. pie eaters place the lens on the side of the box and are then able to project short films through their mobile phone via a special app. one way to do that was through packaging and at the same time, the team needed to make the box as simple as possible to avoid adding to the production cost. they streamlined the design by assigning parts multiple uses. for instance, the pizza saver not only housed the projector lens, it also served as a stand for a phone
