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Magic Salad Plate

Award: Wood Pencil

Wood Pencil / Direct / Integrated / 2009

Instead of denying the Four’N Twenty Meat Pies’ lack of health, as so many other brands do with their healthy choice meals, we decided instead to embrace it. To this end we created not an ad, but an idea that innovatively worked hand in hand with the pie to humorously say, 'For five minutes society, can you bugger off and let me eat what I want!' We created the Four’N Twenty Magic Salad Plate. A product that ridiculously lets pie eaters look like they’re eating salad when, in truth, it’s just part of the plate.

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