Domino’s asks Aussies+Kiwis to drop everything* in new campaign via Bureau of Everything

EXCLUSIVE – Domino’s has today launched a new brand platform via Bureau of Everything, giving Aussies and Kiwis permission to put literally everything else on hold for a delicious Domino’s. Regardless of the consequences.

Based on the undeniable truth that when that Domino’s box lands, everything else can wait. Drop Everything* It’s Domino’s™ was created to put one very important thing back at the centre of the Domino’s brand: craveability. The launch is the culmination of the new partnership between Domino’s and Bureau of Everything, covering consumer research, a new brand strategy, design refresh, creative platform development, brand campaign and NPD launch.

Says Em Taylor, Strategy Founder at Bureau of Everything: “People told us that there are key moments when Domino’s wins, hands down. Because it’s the choice that truly pleases everyone, it crushes all the cravings in one order. Which in a world of overwhelming options makes it a clear fave. We’ve built the strategy and platform around that truth.”

Domino’s Head of Brand and Campaigns ANZ, Teneille Papp said the new platform has been designed to build a stronger and more distinctive Domino’s brand over the long term. Says Papp: “In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s. Bolder, fresher, food creative so visceral it makes you want to lick the screen and a voice truly in on the joke, built to turn a transaction into a craving.”

The platform has been developed for the long term, and launches with a campaign that sets up the Drop Everything* It’s Domino’s™ idea in some pretty extreme circumstances. Which have resulted in some fun conversations with the legal department.

Says Cam Blackley, Creative Founder at Bureau of Everything: “There is an asterisk baked into the endline. It’s the creative wink from the brand that gives Domino’s permission to flex a more irreverent muscle in any moment or media channel. Keeping the brand entertaining any time it shows up and theoretically indemnifying us against the overly literal that walk among us. Fingers crossed.

“The asterisk isn’t the only distinctive asset in our arsenal. There is also a new graphic design system that feels fresher and undeniably Domino’s; partnered with an editorial photography style that celebrates the mess and joy of nailing a slice.”

The platform launch marks a new era for Domino’s, putting great-tasting food, personality and the simple joy of delicious pizza firmly back at the centre of the experience. It’s a shift that will be felt across the brand – from product and partnerships to the experience, advertising and how Domino’s shows up in culture – while continuing to deliver the convenience, connection and value that have made it a firm favourite.

Says Domino’s Australia Chief Marketing Officer, Dewald Du Plooy: “The new platform is about putting personality and food desire back at the heart of the brand. There’s a moment when Domino’s arrives where whatever was happening before suddenly doesn’t seem quite as important. Someone opens the box, everyone moves in and the rest can wait. Drop Everything* It’s Domino’s™ is about owning that feeling. We want to remind Australians that Domino’s is the ultimate people pleaser – hot, fresh, fast and able to crush a whole lot of different cravings in one order.”

The new brand campaign will run in Australian and New Zealand across TV, OOH, digital and social, with PR, cultural moments and a few other surprises along the way.

The brand campaign is designed to run alongside NPD throughout the year. First cab off the rank: the return of Domino’s iconic 16-inch New Yorker range. Strategically launched during the Aussie kickoff of the NFL season on Friday 11 September, the campaign puts the flex of the Drop Everything platform on show, adding a healthy dose of New York attitude into the mix.

Client: Domino’s
Chief Marketing Officer ANZ: Dewald DuPlooy
Head of Brand & Campaigns ANZ: Teneille Papp
Head of Content & Creative: Kesh Gohil
Senior ANZ Brand & Campaigns Manager: Gisele Mullholland-Bolger

Agency: Bureau of Everything
Creative Founder: Cam Blackley
Strategy Founder: Emily Taylor
Creative Director: Jardin Anderson
Creative Director: Michael Kleinman
Group Strategy Director: Vanessa Graham
Client Partner: Laura Popa
Group Business Director: Esther Knox
Exec Producer: Roy De Giorgio
Producer: Zorrica Blackley

Production Company: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Exec Producer: Sam Long
DoP: Jeremy Rouse
Production Design: Andrei Meintjes
Casting: Citizen Jane
Editor: Dan Kircher
Post Production: ARC Sydney
Photography: Tasty Studios

Sound: Rumble
Creative Director: Tone Aston
Exec Creative Producer: Michael Gie
Music: Snack – Ivan Oooze

Music Supervisor: Chris Chalmers @ Charmed I’m Sure

Media: Wavemaker

PR And Activations: SPEAK Communications
Account Director: Snezana Hay

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