Domino’s France has gone crazy with its Crazy Days. It has released a campaign in Morse code. In spoken Morse code. The idea, to cut through the fast-food noise but also to underline its Crazy Days offer, is by independent agency, Grinta. And it’s the first campaign ever to feature spoken morse code – obviously.
Domino’s Crazy Days are famous in France. On Tuesdays and Thursdays, you can get any medium pizza for just 7.99€.
It began with a post on October 17 announcing the end of the brand’s beloved Crazy Days offer. Cue the heartbreak and floods of tears and angry comments from frustrated pizza lovers…
Three days later, on October 20, the brand confused fans even more with the release of the off-the-wall film, directed by Jean-Baptiste Saurel, that revealed the deal was back. By two Domino’s employees, speaking in gibberish. Then a delivery person on a jet ski burst through the window…
Because Domino’s Crazy Days are back.
As it turns out, the gibberish is actually morse code and hidden within the conversation is a message that gives customers the chance to unlock a special offer. The language of clicks was transformed into syllables, TI-TAA-TI as spoken by the actors, or di-dah-di if the codes were spoken in English. The brand will post hints on its social media (Instagram, X, TikTok) and invite followers to submit what they had decoded.
I’ve always been fascinated by Morse code,” explained Mickaël Krikorian, executive creative director at Grinta. “My dad knows how to use it, and I’ve always thought of it as a kind of superpower. In fact, he was our official interpreter for the campaign.”
The film will be on air in France for 4 weeks, and more equally off-the-wall films will be released online and on digital platforms.
