Dominos "Steady Pizza" (2014) 1:36 (Brazil)

Dominos invented a stabilization method to deliver your pizza intact. I guess we can file this case study under "innovative inventions."

It reminds me of that oft-told (and false ) story about how the US spent millions of dollars to invent a pen that would write in zero gravity and the Russians just used a pencil. I guess for Dominos they could hire delivery people who had cars but that would be too Occam's Razor.

I am all for innovation, especially when said innovation solves problems. Believe me. My question with this kind of tangential advertising though is this-- unless a consumer watches a case study (not likely) or sees some other form of communication announcing the fact you have created this innovation, how do they know it has even occurred?

Client: Dominos
Agency: Artplan, Brazil
Art Direction: Augusto Correia
Copywriter: Henrique Louzada, Pedro Rosas
Creative Technologist: Leonardo Marçal
Executive Creative Director: Roberto Vilhena
Creative Director: Alessandra Sadock, Gustavo Tirre
Account Manager: Fernanda Cunha
Project Manager: Guilherme Rahde
Operation Manager: Ronaldo Martins
Producer: Ana Paula Aguiar, Davi Vidal
Mock/Up Designer: Osmar Souza
3D Artist: Marcello Pereira
Agency Producer: Ana Ourique, Daniel Fagundes, Marcela Monteiro
Production Company: Tycoon, Mouse House
Director: Kiko Lomba, Bruno Miguel
Filmmaker/Designer: André Belaggio
Production Assistant: Bernardo Dias
Producer: Samara França
Photographer: Fernando Alan, Handam, Bruno Foscaldo
Product Engineer: Newton Natal Junior
Editor: Augusto Correia
Client Manager: Henrique Pamplona