The One Show
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DOORDASH-ALL-THE-ADS
Agency Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Category
Innovation / New Ideas in Direct Marketing
Annual ID
OS24_DM122M
About the Work
The world knows DoorDash for restaurant delivery, but with their new brand platform, Your Door to More, we wanted to showcase their ability to deliver just about anything. Where better to do this than the Super Bowl? Not just by telling people that DoorDash could deliver anything, but by proving it: delivering every product advertised during the Super Bowl broadcast to one lucky person.
In the days before the Super Bowl, as brands announced they were in the game, we added them to a DoorDash cart creating anticipation, excitement, and speculation about how big the prize would get. Then during the game, as ads aired, we continued to add them to our shopping cart, whether a pallet of Reese’s, four separate cars, or 60lbs of mayo - creating one epic prize that spanned 76 brands.
As the grand prize grew in scale, and absurdity, we updated consumers live. Social media was clamoring for hints and prize suggestions, and by the time our ad aired in the 4th quarter, anticipation was at a fever pitch. The film was simple: it told people to visit doordash-all-the-ads.com and enter a promo code. But of course, this promo code wasn't going to be easy.
Some got mad, many made memes, but most got crafty, banding together IRL and online to crack the code. Our 30 second ad became the catalyst to hours of conversation, interaction, and social. People didn’t just watch our ad: they rewatched it, over and over again - some missed overtime entirely.
By turning every Super Bowl ad into a DoorDash delivery, we surpassed our goal with 11.9 billion earned impressions, 8 million+ entries, nearly 300 million earned social impressions, and 117 million viewers. But most importantly, we captured America’s attention, proving DoorDash’s ability to deliver just about anything.
In the days before the Super Bowl, as brands announced they were in the game, we added them to a DoorDash cart creating anticipation, excitement, and speculation about how big the prize would get. Then during the game, as ads aired, we continued to add them to our shopping cart, whether a pallet of Reese’s, four separate cars, or 60lbs of mayo - creating one epic prize that spanned 76 brands.
As the grand prize grew in scale, and absurdity, we updated consumers live. Social media was clamoring for hints and prize suggestions, and by the time our ad aired in the 4th quarter, anticipation was at a fever pitch. The film was simple: it told people to visit doordash-all-the-ads.com and enter a promo code. But of course, this promo code wasn't going to be easy.
Some got mad, many made memes, but most got crafty, banding together IRL and online to crack the code. Our 30 second ad became the catalyst to hours of conversation, interaction, and social. People didn’t just watch our ad: they rewatched it, over and over again - some missed overtime entirely.
By turning every Super Bowl ad into a DoorDash delivery, we surpassed our goal with 11.9 billion earned impressions, 8 million+ entries, nearly 300 million earned social impressions, and 117 million viewers. But most importantly, we captured America’s attention, proving DoorDash’s ability to deliver just about anything.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / Portland
Brand-Side / In-House Agency
Superette, the Creative Studio at DoorDash / San Francisco
Digital Agency
Wildlife LA
Client / Brand
DoorDash
Production Company
Lord Danger
Modern Logic
The-Artery
Music / Sound Production Company
Field Day Sound
Art Director
Alex Nassour
Chief Creative Officer
Azsa West
Felipe Ribeiro
Susan Hoffman
Chief Marketing Officer
Kofi Amoo-Gottfried
Chief Strategy Officer
Andy Lindblade
Composer
David Dahlquist
Copywriter
Alex Maleski
Creative Director
Bertie Scrase
Christen Yumihiro Brestrup
Design Director
Stephanie Ward
Director
Mike Diva
Editor
Andrew Henry
Executive Producer
Ricara Stokes
Motion Designer
Chris Huang
Producer
Katie Schaller
Strategist
Alia Thompson
Art Director, Bodega
Juju Merten
Art Director, Modern Logic
Eugene Guaran
Associate Content Creator - Copy, Bodega
Aj Abdullah
Chief Marketing Officer, W+K
Rebecca Groff
Design Director, DoorDash Creative Studio
Adriel Teles
Executive Creative Director & Partner
Jake Friedman
Scott Friedman
Executive Creative Director, DoorDash Creative Studio
Mariota Essery
Executive Creative Director, Modern Logic
Brandon Parvini
Executive Creative Director, The-Artery
Elad Offer
Executive Producer, Field Day Sound
Leslie Carthy
Executive Producer, Lord Danger
Anthony Ficalora
Executive Producer, Modern Logic
Monica Reimold
Executive Producer, The-Artery
Deborah Sullivan
Executive Producer, Wildlife LA
Helena Lam
Founder & Executive Producer
Josh Shadid
Group Creative Director, DoorDash Creative Studio
Rafael Segri
Group Strategy Director
Henry Lambert
Head of Design Studio
Alicia Kuna
Junior Designer
Macy Eiesland
Motion Lead
Jeff Ackley
Senior Animator
David Ariew
Ethan Chancer
Senior Brand Strategist
Hannah Gulla
Senior Content Creator, Bodega
Tom Lock
Senior Creative Strategist, Bodega
Christa Tarnoviski
Irsis Cabral
Senior Designer
Jim Ward
Luke Wilhelmi
Senior Strategist
Rachita Vasan
2D Animator
Kiel Mutschelknaus
3D Animator
Clarissa Pena
3D Designer
Emily Davis
William Mendoza
3D Designer / Animator
Tim Devlin
3D Generalist
Steven Ory
Associate Analytics Director
Madeline Schulte
Associate Business Affairs Manager
Billy Mucha
Associate Creative Operations Manager
Sheyenne Denton
Associate Media Director
Mary Eliason
Associate Producer
Charleston Chambers
Brand Executive
Kieran Yancy
Brand Manager
Gabriella Gaytan-Mares
Celeb / Influencer Relations, Bodega
Adma Ortega
CG Artist
Dave Stewart
Joe Grundfast
Noemi Millan
Steve Shohl
CG Lead
Meny Hilsenrad
Colorist
Stephen Picano
Communications Supervisor
Joshua German
Compositing
Aarif Attarwala
Mark French
Samantha Diaz
Content Producer, Bodega
Amir Armstrong
Sabreen Jafry
Creative Content Director, Bodega
Cody Dummer
Creative Coordinator
Sydney Herrera
Creative Developer
Joshua Stearns
Creative Operations Manager
Nai Lucifora
Creative Operations Manager, Bodega
Kristina Sison
Design Producer
Kelly Cousins
Director, Communications
Lisa Singh
Director, Consumer Growth Marketing
Evelyn Lopez Mendoza
Director, Cultural Partnerships
Donna Lupton
Director, Marketplace Brand Marketing
Alex Hebels
General Manager, Bodega
John Dempsey
Global Director of Business Affairs
Amber Lavender
Group Brand Director
Vanessa Miller
Group Media Director, Media Analytics
Deb Welch
Head of Comms + PR, North America
Theresa Collins
Head of Comms + PR, Portland
Lucy Dwyer
Head of Consumer Brand Marketing
Jennifer Richardi
Head of Creative Strategy, Bodega
Lanae Spruce
Head of Creative, Bodega
Dan Viens
Head of External Communications
Erin Maslan
Head of Media + Comms Planning
Jason Strickland
Head of Production & Joint
Orlee Tatarka
Integrated Producer
Grayson Stamps
Integrated Traffic Manager
Gregory Depp
Management supervisor
Dejana Peric
Manager, Consumer Communications
Cristen Milliner
Managing Director, DoorDash Creative Studio
Eli Velez
Managing Director, Modern Logic
Michael Bennett
Managing Director, Wildlife LA
Brandon Del Nero
Marketing Manager, Consumer
Scott Lee
Media / Comms Planner
Casey Paxman
Media Analyst
Aidan Steiner
Mixer
Natalie Huizenga
Noah Woodburn
Motion, Bodega
Mikhael Villages
Music Producer
Michael Frick
President
Jason White
Producer, Modern Logic
Ashlie Iacocca
Production coordinator
Seth White
Senior Comms + PR Manager
Olivia Gonzalez Barker
Senior Copyeditor
James Yu
Senior Counsel, Marketing & Product
Julia Kripke
Senior Digital Retoucher
Greg Radich
Senior Director, Content & Social Marketing
Nicole Sia
Senior Full Stack Developer
Scott Beacher
Senior Manager, Business Lead, DoorDash Creative Studio
Alissa Sheely
Senior Manager, Growth Marketing
Nikhil Inamdar
Senior Manager, Offline Media
Lauren Frame
Senior Marketing Manager, Consumer
Catherine Fagan
Senior Project Manager, DoorDash Creative Studio
Mollie Solon
Talent Payment Supervisor
Stefanie Goodell
Technical Director
Pavel Zagoskin
VFX Coordinator
Gerry Orz
Margot Bennett
VFX Producer
Thurman Martin III
VP, Consumer Marketing
Gina Igwe
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