Dominos GiFeelings
Role: CD
Words just weren’t enough express the sheer deliciousness of Dominos, so we created a world that could.
The idea
We discovered that our audience was expressing their reactions to daily life and food in a more emotional, nuanced and abstract way than ever (memes, GIFs, emojis and the like.) Yet when it came to pizza, they were simply left lost for words.
We made it our mission to allow pizza fans to express the inexpressible, creating a new Domino’s pizza language.
By working with known artists to ensure authenticity and lols, and through developing an always relevant creation and distribution strategy, we launched our collection of GiFeelings. We finally gave our audience a way to express their pizza love. Here’s a small selection of some of my favourites, created by Billy and Cindy Suen among others.
Featured as one of the Contagious picks of 2018
