Brand: Leffe Italy

The brand ATL campaign set out to challenge a rooted Italian habit: pairing pizza with lager beer. Asking Italians to choose a Belgian Abbey beer instead required more than awareness, it demanded cultural credibility.

Our task was to overcome skepticism and prove that Leffe understands Italian taste, rituals, and the emotional role of pizza in everyday life.

Insight: Italy is a country of beauty. From art to architecture to food, everything speaks the same language. Everything except pizza boxes.
They’re famously ugly — a cultural truth every Italian knows.

Idea: The Art of Pizza.

Partnering with Paw Chew Go, Italy’s leading illustration festival, we invited some of the country’s most celebrated illustrators to redesign the pizza box and give it the beauty it truly deserves.

We launched The Pizza Box Contest, awarding the most beautiful designs with the chance to be printed as real pizza boxes.

More than 500 illustrated pizza boxes were submitted. The best works were awarded across Professional and Student categories.

As a final act of generosity, we printed a selection of the winning designs and distributed them to our partner pizzerias across Italy bringing art back to the table, one pizza at a time.