The Best Work You May Never See: Boston Pizza, john st. Offer Refresher Course On Patio Dining 

By

Robert Goldrich
Tuesday, Jun. 29, 2021

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Canadians have been faced with some of the longest pandemic lockdowns and restrictions. As restaurant and bar patios reopen, many Canadians may have forgotten how to “patio” and may need a refresher course on simple etiquette in that dining venue. Boston Pizza, the restaurant brand with the most patios in Canada, is here to help via this tongue-in-cheek campaign from Toronto agency john st. that retrains customers on things they’ve forgotten. The centerpiece of the campaign is a 72-page manual featuring articles and infographics on such things as protecting your beer from patio wasps, ordering from a real human server, and pulling apart coasters. 

There’s even a phone-in hotline and this TV commercial/online video.

“The Boston Pizza Patio Retraining Video” was directed by Ben & Dave via production house Partners Film.

Credits

Client Boston Pizza Canada Agency john st. Cher Campbell, chief creative officer; Cam Boyd, creative director; Gabrielle Soucy-Girard, associate creative director; Carol Hung, graphic designer; Michelle Orlandi, art director; Tim Morrison, Beatrice Rea, copywriters; Daavi Wong Wolfson, strategist; Raquel Rose, producer. Production Company Partners Film Ben & Dave, directors; Aerin Barnes, exec producer; Amalie Bruun, line producer. Editorial Saints  Cam Lasovitch, editor; Mackenzie Godwin, producer. Online Darling. Audio Eggplant

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