Takeout pizza and a DVD are a natural fit for many. So Domino's Pizza in Brazil decided to combine the two in a campaign.
In partnership with ten video rental stores in Sao Paulo and Rio de Janeiro, rented DVDs were used as media. New release titles such as Argo, 007, Dread And Dark Knight were stamped with thermal ink and flavored varnish, both sensitive to the heat. While people were watching the movie, the heat of the DVD player affected the disc. When the movie ended and they ejected the disc, they saw and smelled pizza: the discs were printed to look like mini pies, and carried the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."
In this age of streaming video, the idea might seem a bit anachronistic. However, in Brazil, streaming services like Netflix and iTunes are relatively new, and for people with good social conditions.
Role:
Creative Director
Creative team:
Guilherme Grotti, Diogo Barbosa, Rodrigo Sanches