Cannes winners: DoorDash-All-The-Ads wins Titanium

TITANIUM

1 Grand Prix and 3 Gold Lions were awarded in the Dan Wieden Titanium Lions, from a shortlist of 16.

The Grand Prix, Cannes Lions highest award, was won by Wieden+Kennedy Portland & Superette San Francisco for DoorDash-All-The-Ads, for DoorDash.

The campaign made DoorDash’s delivery stand out stand out by delivering every product advertised during the Super Bowl broadcast to one winner. Wieden+Kennedy Portland & Superette San Francisco created an entire ecosystem that included a teaser film, full-blown social effort, influencer campaign (shoutout to Lonnie IIV), and a commercial that aired during the Super Bowl itself.

Viewers could follow along as the campaign evolved in real-time. As brands announced their Super Bowl ads, their products were added as prizes to a DoorDash cart on a custom-made website. Because not all ads were announced in advance, some prizes had to be added live during the game as ads aired on television.

Then 76 ads into the game, the DoorDash commercial aired and included a promo code that viewers had to correctly enter into the website in order to win. It was a simple call to action with a not so simple twist: the promo code had 1,813 characters and was a roller coaster VFX ride orchestrated by director, Mike Diva.

The code was solved an under an hour. The final prize ultimately included 2,468 items and showed that DoorDash can actually deliver just about anything, even the Super Bowl.