2022 Winners & Shortlists

THE THREE QUARTER PIZZA BOX

Bronze Lynx

Demo Film

Presentation Image

BrandEMIRATES RED CRESCENT
Product/ServiceEMIRATES RED CRESCENT
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryPackaging Design
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

The Three-Quarter Pizza Box is a collaboration between Red Crescent and Pizza2Go to help reduce the food wasted during Ramadan, a massive contributor during the Holy Month with over 25% of all food going to waste. Our objective was to raise awareness and get customers to actively reduce their own food waste.

Tell the jury about the art direction.

The Art Directional idea was elegant and powerful statement of intent where the design of the pizza box was redesigned to reflect the ¾ pizza idea. The design approach had one sole purpose - land our food waste message clearly and with gusto. We employed bold and uncompromising contemporary typography to best reflect the seriousness of our message. That alongside an elegant and playful device creating a ¾ symbol out of the words ‘Three Quarter’ ensured the pizza box design really delivered.

Credits

Name Company Role
Paul Banham MullenLowe MENA FZ LLC Executive Creative Director
James Egan MullenLowe MENA FZ LLC Art Director
Vik Kanyo MullenLowe MENA FZ LLC Copywriter
Prerna Mehra MullenLowe MENA FZ LLC Creative Director & Head of Design
Adila Fataliyeva MullenLowe MENA FZ LLC Designer
Bianca Geater MullenLowe MENA FZ LLC Designer
Aaliya Bekova MullenLowe MENA FZ LLC Photographer
Mounir Mohammed Mohammed MullenLowe MENA FZ LLC Head of Creative Services
Martina Niranjani MullenLowe MENA FZ LLC Producer