Last week, Apple unveiled its new foldable phone. An innovation that didn’t go unnoticed at Domino’s. Because Domino’s Pizza knows a thing or two about foldables. Domino’s was foldable before it was a feature.

For years, Domino’s Pizza boxes have arrived flat before being folded, unfolded, opened and closed every day to carry what remains, to this day, one of the most popular features around – a pizza.

To mark the Cupertino company’s latest reveal, Domino’s Pizza is unveiling a series of short videos borrowing the spectacular codes of tech launches to introduce its own foldable product, the pizza box…

…and Domino’s as The Original Foldable.

Precision shots. Flawless folding. Functional design. And, in the end, a pizza instead of a screen. And this one comes in multiple sizes.

The campaign was created by Foolish for Domino’s Pizza France and rolled out across social media in the wake of Apple’s announcements

Credits

Agency: Foolish
President: Matthieu Reinartz
Managing Director: Enguerran Barreau
Account Manager: Noémie Corrieri
Account Supervisor: Elisa Treglia
Chief Creative Officers: Olivier Bancal, Philippe Boucheron
Art Directors: Thibaut Belis, Charlotte Sindic
Copywriters: Djavid Karmaly, Damien Bazile
Video Editor: David Turner
Brand: Domino’s Pizza
Head Of Brand Strategy, Partnerships & Activations: Chloé Allègre
French Creative Team Manager: Pierre Hesry
Social Media Project Manager: Margaud Gales

In Australia Domino’s has gone on an entirely new adventure: