Pizza 4P’s vision is to “make the world smile for peace.” The company is fully dedicated to this ambitious vision, convincing the audience of this through its mission: “Delivering Wow, Sharing Happiness.” For this year’s International Day of Peace (celebrated September 21st), Pizza 4P’s planted happiness amongst pizza lovers and watched as it bloomed in the “Garden of Peace.” To commemorate this day properly, the Vietnamese restaurant chain joined hands with Ki Saigon, a boutique creative agency, and brought its mission to life, which can be visible (and even tasted) via its “Peace Pizzas.”

The pizzas are made by combining ingredients coming from nations that are in conflict. Three such pizzas were cooked: India and Pakistan, Israel and Palestine, and China and the USA. We bet that all of them taste like peace, a harmonious sensation that can also be experienced through the restaurant’s pizza boxes.

At a first glance, the boxes do not seem out of the ordinary. These are your typical pizza boxes, made of cardboard and featuring no special design. Only once the box opens does the real treasure appear: Inside, the star of the show lies, the peace pizza, surrounded by a message that promotes tranquility, written on the cardboard flap. This side of the box is divided in two.

While the right side invites people to give harmony a chance, the left one seems to be hiding something…which can be easily discovered thanks to the “key” that gives the whole mystery away. This side in each pizza box hides one of the 27 amazing paper-made flower designs inviting to peace, every flower combing the flag colors of each of the nations that are in conflict.

The campaign was expressed through a series of videos, murals — made using the exact same ingredients used for the pizzas — and an event that unfolded over the span of a week, which hosted these visual and tasty treats, such as the “Murals for Peace,” the “Garden of Peace,” and the “Peace Pizzas.” 100% of all proceeds from the sales that happened during the Peace Week Event will go to the United Nations Peacebuilding Fund.

While the message is one that expresses peace, it seems that some internet users were not that impressed. “I thought pineapple on pizza was controversial until I saw palak paneer,” says a Twitter user alluding to the India – Pakistan pizza, while another thinks these pizzas can create conflict in his bowels. One of them even thinks that achieving world peace this way might cause Italy to “declare war on every other country on Earth,” referring to the fact that the country’s cuisine is almost synonymous with the savory dish.

The real message behind the campaign is that “if ingredients can live together on a pizza, so can we on the planet.”

Credits:

Client: Pizza 4P’s

Agency: Ki Saigon