Paving for Pizza
Domino's2018
Paving for Pizza is a 2018 business action and campaign for Domino's, created by Crispin Porter + Bogusky, Boulder.
The line
Bad roads shouldn't happen to good pizza.
Why it works
A pizza chain that went into road repair. Casting potholes as a threat to carryout pizza, Domino's launched Paving for Pizza in June 2018, giving grants to towns to fill their potholes; the repaired asphalt carried Domino's stencils, and customers could nominate their own town online. According to Adweek, the agency CP+B started with a budget of $100,000, enough for about 20 towns. Then the nominations arrived: more than 137,000 from 15,275 zip codes by late August, and Domino's widened the programme to pave a community in every state. It is studied as product-as-media and as a business action with an edge. Each patched street became a local billboard and a local news story, while the stunt also invited an uncomfortable question, voiced widely on social media at launch, about why a restaurant company was fixing public roads. It won a Gold Lion in Outdoor at Cannes in 2019.
Techniques
- Purpose and cause Gives towns grants to fill potholes, casting bad roads as a threat to carryout pizza and doing a public job in the process.
- Participation Invites customers to nominate their own town online, and the flood of nominations pushes the programme out to every state.
- Guerrilla and ambient Stencils the brand onto repaired asphalt, so each patched street becomes a local billboard and a local news story.
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