Creative Director / Art Director
Case 26 / 31
A pizza promotion hidden on the DVDs people watched at home.
Takeout pizza and a movie are a natural combination. Domino’s Brazil brought the two together by turning rented DVDs into media.
Working with ten video stores in São Paulo and Rio de Janeiro, new releases were printed with heat-sensitive thermal ink and pizza-scented varnish. As the disc warmed inside the player, the image changed.
When viewers ejected the DVD, it looked and smelled like a pizza and revealed the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”
Role: Creative Director
Creative team: Guilherme Grotti, Diogo Barbosa, Rodrigo Sanches
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