When Domino’s arrives everything else can wait. It’s a message about irresistible craving, and it comes from Bureau of Everything.

The new Aussie and Kiwi brand platform, Drop Everything* It’s Domino’s, puts one very important thing back at the centre of the Domino’s brand: craveability.

platform has been developed for the long term, and launches with a campaign that sets up the Drop Everything* It’s Domino’s idea in some pretty extreme circumstances. Which have resulted in some fun conversations with the legal department, noted Cam Blackley, creative founder at Bureau of Everything. “There is an asterisk baked into the endline. It’s the creative wink from the brand that gives Domino’s permission to flex a more irreverent muscle in any moment or media channel. Keeping the brand entertaining any time it shows up and theoretically indemnifying us against the overly literal that walk among us. Fingers crossed.

“The asterisk isn’t the only distinctive asset in our arsenal. There is also a new graphic design system that feels fresher and undeniably Domino’s; partnered with an editorial photography style that celebrates the mess and joy of nailing a slice.”

The platform begins a new era for Domino’s, putting great-tasting food, personality and the simple joy of delicious pizza firmly back at the centre of the experience. It’s a shift that will be felt across the brand – from product and partnerships to the experience, advertising and how Domino’s shows up in culture – while continuing to deliver convenience, connection and value.

It’s also the result of a new partnership between Domino’s and Bureau of Everything, that covers consumer research, a new brand strategy, design refresh, creative platform development, brand campaign and NPD launch.

Em Taylor, strategy founder at Bureau of Everything, stated, “People told us that there are key moments when Domino’s wins, hands down. Because it’s the choice that truly pleases everyone, it crushes all the cravings in one order. Which in a world of overwhelming options makes it a clear fave. We’ve built the strategy and platform around that truth.”

Domino’s head of brand and campaigns ANZ, Teneille Papp, added, “In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s, bolder, fresher, food creative so visceral it makes you want to lick the screen and a voice truly in on the joke, built to turn a transaction into a craving.”

Domino’s Australia chief marketing officer, Dewald Du Plooy, commented, “The new platform is about putting personality and food desire back at the heart of the brand. There’s a moment when Domino’s arrives where whatever was happening before suddenly doesn’t seem quite as important. Someone opens the box, everyone moves in and the rest can wait. Drop Everything* It’s Domino’s is about owning that feeling. We want to remind Australians that Domino’s is the ultimate people pleaser – hot, fresh, fast and able to crush a whole lot of different cravings in one order.”

The new brand campaign will run in Australian and New Zealand across TV, OOH, digital and social, with PR, cultural moments and a few other surprises along the way, and is designed to run alongside new product development throughout the year. First cab off the rank is the return of Domino’s 16-inch New Yorker range, launched strategically during the Aussie kick-off of the NFL season on Friday September 11. The campaign puts the flex of the Drop Everything platform on show, adding a comedic dose of New York attitude into the mix.

Credits
Client: Domino’s
Chief Marketing Officer ANZ: Dewald DuPlooy
Head of Brand & Campaigns ANZ: Teneille Papp
Head of Content & Creative: Kesh Gohil
Senior ANZ Brand & Campaigns Manager: Gisele Mullholland-Bolger

Agency: Bureau of Everything
Creative Founder: Cam Blackley
Strategy Founder: Emily Taylor
Creative Directors: Jardin Anderson & Michael Kleinman
Group Strategy Director: Vanessa Graham
Client Partner: Laura Popa
Group Business Director: Esther Knox
Executive Producer: Roy De Giorgio
Producer: Zorrica Blackley

Production: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Exec Producer: Sam Long
DoP: Jeremy Rouse
Production Design: Andrei Meintjes
Casting: Citizen Jane
Editor: Dan Kircher

Post Production: ARC Sydney
Photography: Tasty Studios

Sound: Rumble
Creative Director: Tone Aston
Executive Creative Producer: Michael Gie
Music: Ivan Oooze @ Snack

Media: Wavemaker
PR & Activations: SPEAK Communications
Account Director: Snezana Hay
NYC Cab Production: XO Media Group