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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Creative Effectiveness

Carryout Tips

Agency WorkInProgress + Domino's + Caviar + ArtJail

Client Domino's


Creative Effectiveness / Consumer / Brand

Annual ID


About the Work

Tipping your pizza delivery driver is a practice as old as pizza delivery itself. But in the midst of a nationwide delivery driver shortage, Domino's needed to make a business pivot that would boost carryout orders (which require significantly less labor support than delivery) ultimately relieving pressure on shorthanded stores and current delivery drivers. So, we looked to a group who already had the skillset to deliver for Domino’s, our very own carryout customers, and tipped them $3 for doing what they already do so well––deliver their own pizza to themselves. We communicated to them, “Now when you pick up Domino’s, you’re no longer just a customer, you’re a delivery driver.” The campaign turned heads garnering 2.2B earned media impressions, successfully helped increase carryout same-store sales growth by 14.6% during the campaign and helped Domino's become the #1 carryout pizza company in the country. Additionally, with 17.5 million carryout tips claimed during the campaign, the effort was effective at increasing the rate of digital carryout orders within a group that is traditionally reliant on phone ordering more than any other customer segments. Finally, Carryout Tips effectively decreased the reorder rate time frame from roughly 30 days to within a window of just seven days, essentially driving two orders from each customer versus the original order only for those who redeemed a carryout tip. All with a $3 tip.

2023 Awards

Total Points: 3





Client / Brand


Production Company


Music / Sound Production Company


Post Production Company


Creative Director

D'Arcy O'Neill
Kelly McCormick


Arno Salters

Director of Photography

Shawn Kim

2D Lead

Emily Bloom
Lee Towndrow

Associate Producer

Becca Gmerek

Music Producer

Danielle Soury

Senior Art Director

Alex Berry
Celeste McKeon

Senior Copywriter

Tom Oubre
Tyler Burton

2D Artist

Christoph Schröer
Dayung Jo
Eric Concepcion
Fred Kim
Giulia Barta
Jeremy Lloyd-Styles
Marcus Wood
Mikey Smith
Nik Jovanovski

3D Lead

John Lee

Assistant Mixer

Ian Connie

Audio Executive Producer

Susie Boyajan


Tyler Roth

Director of Video Production

Molly Schaaf

Director, Public Relations & Charitable Giving

Jenny Fouracre-Petko

Director_Account & Strategy

Sally Kubancik


The Den

Executive Producer/General Manager

John Skeffington

Head Of Production

Elizabeth Thuvanti Keating

Manager, Advertising & Hispanic Marketing

Maria Johnson

Mograph Designer

Matt Greenwood

Music Executive Producer

Sara Matarazzo 
Stephanie Pigott

Owner/VFX Supervisor

Steve Mottershead

Partner & Chief Creative Officer

Matt Talbot

Partner_Account & Strategy

Alex Guerri
Evan Russack


Stafford Bosak


Harold Jones

Social Media & PR Specialist

Danielle Stevens

Sound Designer/Mixer

Matt Miller

Specialist, Advertising & Hispanic Marketing

Gaby Del Cueto Luna

Supervisor_Account & Strategy

Ashley Su

SVP, Chief Brand Officer

Kate Trumbull

VFX & Finishing


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