The One Show
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.
Category
Brand Partnerships
Annual ID
OS23_IG014S
About the Work
To help launch Season 4 of Stranger Things, Domino’s and Netflix collaborated to create a deeply integrated campaign that merged the two iconic brands around a “strange” innovation. The integrated 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 uses facial recognition and eye-tracking technology to allow test subjects to use their “powers” to order pizza by making certain facial expressions and head movements 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.
A primary piece of the partnership campaign included a 3-minute longform video directed by Oscar-nominated Ted Melfi and features original Stranger Things characters Dustin (played by Gaten Matarazzo) and Lucas (played by Caleb McLaughlin). The video was intended to feel like an extension of the show, with many fans taking to social media to voice their surprise and thrill that the content felt like it was an actual scene from the show.
In addition to a :30 TV spot, Domino’s also rolled out a Snapchat Lens, TikTok Hashtag Challenge and Branded Effect.
Finally, the two brands also joined forces on a redesign of the Domino’s pizza box that featured a throwback design chock-full of Stranger Things references.
The mind-blowing partnership garnered 802M earned media impressions, had over 330K app downloads and helped Domino’s leverage what would become the most watched English-language series in Netflix history to reach an entirely new audience, flexing the brand’s commitment to effortlessly magical ordering and a best-in-class customer experience.
A primary piece of the partnership campaign included a 3-minute longform video directed by Oscar-nominated Ted Melfi and features original Stranger Things characters Dustin (played by Gaten Matarazzo) and Lucas (played by Caleb McLaughlin). The video was intended to feel like an extension of the show, with many fans taking to social media to voice their surprise and thrill that the content felt like it was an actual scene from the show.
In addition to a :30 TV spot, Domino’s also rolled out a Snapchat Lens, TikTok Hashtag Challenge and Branded Effect.
Finally, the two brands also joined forces on a redesign of the Domino’s pizza box that featured a throwback design chock-full of Stranger Things references.
The mind-blowing partnership garnered 802M earned media impressions, had over 330K app downloads and helped Domino’s leverage what would become the most watched English-language series in Netflix history to reach an entirely new audience, flexing the brand’s commitment to effortlessly magical ordering and a best-in-class customer experience.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
WorkInProgress
Client / Brand
Netflix
Production Company
unit9
Brother
Music / Sound Production Company
Heard City
Lime Studios
Art Director
Pedro Custódio
Creative Director
D'Arcy O'Neill
Kelly McCormick
Shelley Adamson
Director
Ted Melfi
Director of Photography
Ken Seng
Editor
Ali Mao
Executive Creative Director
Yifei Chai
Executive Producer
Christina DeSimone
Rachel Noonan
Rich Carter
Producer
Marsie Wallach
Tess Kennedy
2D Lead
Emily Bloom
Jd Yepes
Lee Towndrow
3D Artist
Emily Irish
Mark Ingle
Associate Creative Director
Dylan Cimo
Jacob Roberts
Associate Producer
Becca Gmerek
Head of Production
Elizabeth Thuvanti Keating
Project Manager
Alice Pelot
Senior Art Director
Alex Berry
Senior Copywriter
Tyler Burton
Senior Digital Producer
Erin Ray
Technical Lead
Patrick Weekes
2D Artist
Ben Macchiano
Christoph Schröer
Dayung Jo
Eric Concepcion
Giulia Barta
Greg Gilpatrick
Jeremy Lloyd-Styles
Jiri Kilevnik
Manu Gaulot
Marcus Wood
Michael Glen
App QA
Top Notch
Associate Advertising Manager
Katie Crew
Associate Design Director
Jimmy Rosen
Audio Executive Producer
Sasha Awn
Susie Boyajan
Color
Company 3
colorist
Tyler Roth
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
Editorial
Arcade
Executive Producer/General Manager
John Skeffington
Integrated Producer
Matt Theis
Landing Page Development
Built By Mechanic
Lead Android Developer
Cole Azevedo
Lead iOS Developer
Ryan Maksymic
Manager, Advertising
Kevin Sulaiman
Mograph Designer
Kevin Reste
Matt Greenwood
Owner/VFX Supervisor
Steve Mottershead
Partner & Chief Creative Officer
Matt Talbot
Partner_Account & Strategy
Alex Guerri
Evan Russack
Partner_Production
Stafford Bosak
Partner_Technology
Harold Jones
President, U.S. & Global Services
Joe Jordan
Production Supervisor
Jeannie Rochelle
Program Leader, Public Relations
Danielle Bulger
QA Lead
James Stokes
QA Manager
Tom Watson
SENIOR PRODUCER
Kirsten Thorn-Webb
Social Media & PR Specialist
Danielle Stevens
Sound Designer/Mixer
Matt Miller
Mike Vitacco
Supervisor_Account & Strategy
Ashley Su
SVP, Chief Brand Officer
Kate Trumbull
UX Designer
Almudena Casanueva
VFX & Finishing
Artjail
Related Awards
