Domino’s drops new ANZ brand platform with Bureau of Everything

Domino’s has launched a new long-term brand platform across Australia and New Zealand, with Bureau of Everything putting craveability and a more irreverent voice at the centre of the pizza chain’s marketing.

“Drop Everything* It’s Domino’s” spans a refreshed brand strategy and design system, creative platform and campaign, with the idea set to extend across product launches, partnerships and other brand activity.

READ MORE: Domino’s ANZ hires Dewald Du Plooy as CMO

READ MORE: Blackley and Taylor plan to pioneer strat-creative model with Bureau of Everything

Craveability becomes the organising idea

Emily Taylor, strategy founder at Bureau of Everything, said the platform was informed by consumer research around the occasions when Domino’s becomes the preferred choice for a group.

“People told us that there are key moments when Domino's wins, hands down,” Taylor said.

Teneille Papp, Domino’s head of brand and campaigns ANZ, said the ambition was to build an idea capable of stretching beyond an individual advertising campaign.

“In a market this crowded, cutting through takes a platform, not a campaign, built to flex across everything we do while staying unmistakably Domino’s,” Papp said.

The campaign will run across television, out-of-home, digital and social in Australia and New Zealand, alongside PR and cultural activations.

The asterisk gives Domino’s room to play

The asterisk in the new endline is also intended to operate as a recurring creative device, giving the brand room to push its humour into different channels and situations.

Cam Blackley, creative founder at Bureau of Everything, said: “There is an asterisk baked into the endline. It’s the creative wink from the brand that gives Domino’s permission to flex a more irreverent muscle in any moment or media channel.”

The broader refresh includes a new graphic design system and an editorial-style approach to food photography designed to emphasise the mess and enjoyment of eating pizza.

Domino’s ANZ chief marketing officer Dewald Du Plooy said: “The new platform is about putting personality and food desire back at the heart of the brand.”

New Yorker gives the platform its first product test

The first product activity under the platform is the return of Domino’s 16-inch New Yorker range, which launched on Friday, 11 September, timed to the opening of the NFL season in Australia.

Domino’s said the platform is designed to sit alongside new product development throughout the year, allowing the core idea to shift tone depending on the product or cultural moment.

Good Oil produced the launch campaign, with Dave Wood directing. Wavemaker handled media, while SPEAK Communications is responsible for PR and activations. ARC Sydney handled post-production, Rumble sound and Tasty Studios photography.

Credits

Client: Domino’s

Chief Marketing Officer ANZ: Dewald DuPlooy

Head of Brand & Campaigns ANZ: Teneille Papp

Head of Content & Creative: Kesh Gohil

Senior ANZ Brand & Campaigns Manager: Gisele Mullholland-Bolger

Agency: Bureau of Everything

Creative Founder: Cam Blackley

Strategy Founder: Emily Taylor

Creative Director: Jardin Anderson

Creative Director: Michael Kleinman

Group Strategy Director: Vanessa Graham

Client Partner: Laura Popa

Group Business Director: Esther Knox

Executive Producer: Roy De Giorgio

Producer: Zorrica Blackley

Production: Good Oil

Director: Dave Wood

Producer: Lee Thomson

Executive Producer: Sam Long

D.O.P: Jeremy Rouse

Production Design: Andrei Meintjes

Casting: Citizen Jane

Editor: Dan Kircher

Post Production: ARC Sydney

Photography: Tasty Studios

Sound: Rumble

Creative Director: Tone Aston

Executive Creative Producer: Michael Gie

Music: Snack – Ivan Oooze

Media: Wavemaker

PR and Activations: SPEAK Communications

Account Director: Snezana Hay

NYC Cab Production: XO Media Group