Here's a lovely little packaging idea from Nike, and we do mean little.

The Nike Free 5.0 is one of the most flexible sneakers ever made. And that's clear right from looking at the box, which was designed to be one-third the size of a regular shoebox.

As you can see from the video below, the sneakers easily fold up and fit inside. It's a cool idea for a few reasons—it uses less cardboard, it cuts down on shipping space, and of course, it communicates a product benefit right in the packaging. A great example of thinking outside the box—about the box.

Unfortunately, it was only promotional packaging for the launch, and wasn't used on a mass scale. Still, it earned Publicis Impetu a silver Lion in Design at Cannes last month.

Credits below. Via The Dieline.

CREDITS

Client: Nike

Agency: Publicis Impetu

Executive Creative Directors: Esteban Barreiro, Mario Taglioretti

Art Director: Diego Besenzoni

Copywriter: Federico Cibils

Account Director: María José Caponi

Account Manager: Mauricio Minchilli

Producer: Metrópolis Films