Domino’s Give for Good charity highlights the Everyday Hero in new campaign via It’s Friday
Forget superheroes in capes and spandex. On February 9, Domino’s is giving every Australian the chance to be an everyday hero, and help other Australians, just by eating pizza for its second annual ‘Domino’s for Good Day’.
The initiative will see one dollar from the sale of selected pizzas being donated towards Domino’s Give for Good charity. So put away your superhero onesie, on Domino’s Give for Good Day, everyday heroes eat pizza.
Working with a wide range of charity partners, Give for Good has donated funds to Australians in need since 2016. Give for Good supports causes aligned with values that lie at the heart of Domino’s, including youth and education, leadership and entrepreneurship, rural communities, mental health initiatives and disaster relief.
Says Bronwyn Spencer, general manager, Give for Good: “Dominos for Good Day is a wonderful way to bring people together every year, while raising funds to support the good work so many Australian charities and organisations are doing.”
Donating simply by buying a pizza means you don’t have to be a superhero to help Australians. So put away your superhero onesie, on Domino’s for Good Day, everyday heroes eat pizza.
This simple fact forms the basis of a campaign promoting Domino’s for Good Day from agency It’s Friday.
Drawing on superhero tropes, the campaign playfully reminds Australians that this is their chance to help others just by doing what comes naturally – eating a hot and fresh pizza.
Says David Burness, CEO, Domino’s ANZ: “Through this initiative, we’re aiming to raise more than $150,000 across 750+ Domino’s stores to do some serious Good in communities right across Australia.”
Says Vince Lagana, CCO, It’s Friday: “On Domino’s for Good Day you don’t need to leap tall buildings or soar like an eagle to help others. It’s one of the rare occasions when you can give back while enjoying yourself at the same time. So while the causes Give for Good support are serious, the invitation to contribute doesn’t have to be. It’s a chance to help others while you help yourself to a pizza. That’s a cause anyone can get behind.”
Says Pete Bosilkovski, CEO of It’s Friday: “Domino’s has a long and proud history of helping the communities it operates in, and Give for Good takes that generosity to the next level. We’re thrilled to help put Domino’s for Good Day on every Aussie’s calendar, marking it out as a day when you get together with friends and share a pizza to help others.”
The campaign will roll out across TV and Domino’s social channels.
Client: Domino’s – Give for Good
Agency: It’s Friday
Director: Daniel Fletcher
Production Company: Rabbit
Edit: Phoebe Taylor – ARC EDIT
Post Production: Alt VFX
Sound: Stevie-Leigh Batiste – Sounds Like Butter
Media: Wavemaker
12 Comments
the movie trailer approach and the often over used ‘not all heroes wear a suit/spandex’ – trite.
Ha. The irony. Such a cliché anonymous comment on here from a cliché reader.
I think there is no denying this is a parody, but a fun silly one.
I do like the line ‘everyday heroes eat pizza’. And I do like that they are having fun with a good cause.
I have worked on QSR charities before, and know the budgets are terrible. So well done.
I can finally eat pizza and not feel terrible about it.
do you work for the agency? this ad is terrible.
Nice. I like it, good work Friday People.
From It’s Friday. It’s not great work. But I’m sure it pays the bills.
It doesn’t matter what day it is, or which agency has the account, Domino’s ain’t a good pizza to stomach, even if they are doing good. Bland, tasteless. Boring. A not like this ad.
Do good by keeping a mum and dad local pizzeria alive.
Advertising is one of the ways we all “pay the bills” for living in a capitalist democracy with media freedom.
Let’s not pretend it’s anything else!
I saw it on TV. It made me smile and kids chuckle. Ad snobbery aside, sometimes that’s all it takes. Good initiative.
The fact is, Domino’s makes enough money to have paid for this to look good.
Regardless of the idea.
However it looks like it cost next to nothing and therefore don’t care about doing good.
Production value still matters.
Production value is actually a fast way to set yourself apart from all the tik tok, lo-fi stuff.
It’s not about joining your competitors, it’s about playing to your strengths to set yourself apart.
Run a “Charity Campaign” that drives sales… give away a dollar rather than total profit. Domino’s has record sales/profit…. Jack Cowin is already worth 3.4 billion USD.
Give total sales to Charity you dirty dogs!
Missed opportunity