The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS23_DM130M
About the Work
To help launch Season 4 of Stranger Things, Domino’s and Netflix collaborated on a deeply integrated campaign to merge the two iconic brands around a “strange” innovation. The campaign combined the telekinetic theme of Netflix’s Stranger Things with Domino’s history of ordering innovation to launch a first-of-its-kind Mind Ordering App where users could order Domino’s with their minds.
The Domino’s Mind Ordering App is an immersive experience that cleverly hacked the integral features of mobile by using a combination of facial movements, eye detection, and three-axis gyroscopic data to control objects in the 3D world and allow test subjects to use their “powers” by making certain facial expressions and head movements (like staring, nodding their head, closing their eyes, flicking their head), just like the character Eleven in the show. The app experience allowed users (subjects) to test these powers in a virtual Hawkins National Lab where, aside from ordering pizza with their mind, they could explore the lab and uncover hidden easter eggs.
With over 330K app downloads, Domino’s were able to leverage what would become the most watched English-language series in Netflix history to reach an entirely new audience of fans, flexing the brand’s commitment to effortlessly magical ordering and a best-in-class customer experience.
2023 Awards
Total Points: 3
Merit
Credits
Agency
WorkInProgress
Client / Brand
Domino's
Netflix
Production Company
UNIT9 / Los Angeles
Art Director
Pedro Custódio
Chief Creative Officer
Matt Talbot
Creative Director
D'Arcy O'Neill
Kelly McKormick
Shelley Adamson
Executive Creative Director
Yifei Chai
Executive Producer
Rachel Noonan
Associate Creative Director
Dylan Cimo
Jacob Roberts
Project Manager
Alice Pelot
Senior Art Director
Alex Berry
Senior Copywriter
Tyler Burton
Senior Digital Producer
Erin Ray
Technical Lead
Patrick Weekes
Associate Advertising Manager
Katie Crew
Associate Design Director
Jimmy Rosen
Creative Partner
Gilles Boisselet
Director of Interactive Production
Dan Corken
Director of production
Mindy Lubert
Director of Video Production
Molly Schaaf
Director, Advertising
Paige Schaefer
Director, Public Relations & Charitable Giving
Jenny Fouracre-Petko
Director_ Account & Strategy
Sally Kubancik
Integrated Producer
Matt Theis
Lead Android Developer
Cole Azevedo
Lead iOS Developer
Ryan Maksymic
Manager, Advertising
Kevin Sulaiman
Partner - Technology
Harold Jones
Partner_ Account & Strategy
Evan Russack
Partner_Account & Strategy
Alex Guerri
Partner_Director Of Production
Stafford Bosak
President, US & Global Services
Joe Jordan
Program Leader, Public Relations
Danielle Bulger
QA Lead
James Stokes
QA Manager
Tom Watson
Senior Vice President, Brand & Product Innovation
Kate Trumbull
Social Media & PR Specialist
Danielle Steves
Supervisor_Account & Strategy
Ashley Su
UX designer
Almudena Casanueva
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