Dominos "Steady Pizza" (2014) 1:36 (Brazil)

Dominos invented a stabilization method to deliver your pizza intact. I guess we can file this case study under "innovative inventions."

It reminds me of that oft-told (and false ) story about how the US spent millions of dollars to invent a pen that would write in zero gravity and the Russians just used a pencil. I guess for Dominos they could hire delivery people who had cars but that would be too Occam's Razor.

I am all for innovation, especially when said innovation solves problems. Believe me. My question with this kind of tangential advertising though is this-- unless a consumer watches a case study (not likely) or sees some other form of communication announcing the fact you have created this innovation, how do they know it has even occurred?

Client: Dominos
Agency: Artplan, Brazil
Art Direction: Augusto Correia
Copywriter: Henrique Louzada, Pedro Rosas
Creative Technologist: Leonardo Marçal
Executive Creative Director: Roberto Vilhena
Creative Director: Alessandra Sadock, Gustavo Tirre
Account Manager: Fernanda Cunha
Project Manager: Guilherme Rahde
Operation Manager: Ronaldo Martins
Producer: Ana Paula Aguiar, Davi Vidal
Mock/Up Designer: Osmar Souza
3D Artist: Marcello Pereira
Agency Producer: Ana Ourique, Daniel Fagundes, Marcela Monteiro
Production Company: Tycoon, Mouse House
Director: Kiko Lomba, Bruno Miguel
Filmmaker/Designer: André Belaggio
Production Assistant: Bernardo Dias
Producer: Samara França
Photographer: Fernando Alan, Handam, Bruno Foscaldo
Product Engineer: Newton Natal Junior
Editor: Augusto Correia
Client Manager: Henrique Pamplona

AnonymousCoward's picture
Augusto Correia's picture

Hello there!
In fact, this is just a promotional video for the innovation. However, for the clients to know we're changing the pizza boxes, creating a special website and a web app. Also, the bikes are very eye catching. So, everybody ends up taking a look at it. The video is being promoted this in several big general medias in Brazil (business mags, general interests, newspapers).
Thanks for the post!
Augusto Correia

Dabitch's picture

Heh. "hire delivery people who have cars"... But Kidsleepy, the pizza wouldn't be steady in a car going downhill! I think the steady pizza thing.. would get attention at night, seeing as it's all lite up and that's quite cool..
Using the delivery box as "advertising", which kind of reminded me of the ROC / Republic of Chicken - Fire scooter deliveries, but only in that I think the box will attract attention.

Also, I totally want the NASA space pen, that is all.

kidsleepy's picture

My final two cents: If the pizza steadier makes the pizza taste better, I'm all for it. If not, you're selling me on something trite.

Dabitch's picture

It won't taste better, we're talking Dominos pizza after all.