Domino’s Crashed Pizzas campaign by The Newtons Laboratory dares to show the brand’s pizzas in terrible condition. The campaign is a message for its delivery drivers – that nothing matters more to them than their own people.
What is unsaid is that each step in pizza making is carefully orchestrated by Domino’s – a well-rested dough waits to be filled with the freshest ingredients. It’s baked perfectly in traditional round ovens. Packed into an iconic box. Cut into 6-8-12 pieces. Loaded in the trunk of a motorbike. Delivered on time to your doorstep.
Because, Domino’s asserts, nothing matters until the driver returns safely back in the store.
By having the courage to depict its pizzas in what references a wrecked car or motorbike, Domino’s urges its delivery drivers to understand that nothing matters more to the brand than its own people. There is also the reward that its demonstration of human caring will have meaning for both delivery drivers and customers.
The campaign is running in OOH, social media, and internal communication assets.
Credits
Client: Domino’s Greece
Advertising Agency: The Newtons Laboratory
Creative Director: Giannis Sorotos
Art Director: Eirini Tzioti
Copywriters: Dionysia Lampadariou, Cgristos Tsirigotis
Photographer: Vassilios Michail
Illustrator: Tereza Ferentinou
