Wieden+Kennedy Portland / Superette San Francisco win Dan Wieden Titanium Lions Grand Prix for DoorDash ‘DoorDash-All-The-Ads’
Wieden+Kennedy Portland / Superette San Francisco have taken out the ultimate Cannes Lions accolade – the Dan Wieden Titanium Lions Grand Prix, honouring provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry for DoorDash ‘DoorDash-All-The-Ads’.
To stand out during the Super Bowl, DoorDash couldn’t just tell America that it delivers basically anything. It had to go a step further and prove it: by delivering every product advertised during the Super Bowl broadcast to one lucky winner.
To do this, Wieden+Kennedy Portland / Superette San Francisco created an entire ecosystem that included a teaser film, full-blown social effort, influencer campaign (shoutout to Lonnie IIV), and yes, even a commercial that aired during the Super Bowl itself.
Viewers could follow along as the campaign evolved in real-time. As brands announced their Super Bowl ads, their products were added as prizes to a DoorDash cart on a custom-made website. Of course, not all ads were announced in advance and some prizes had to be added live during the game as ads aired on television.
And then, 76 ads into the game, the DoorDash commercial aired and included a promo code that viewers had to correctly enter into the website in order to win. It was a simple call to action with a not so simple twist: the promo code had a whopping 1,813 characters and was a roller coaster VFX ride orchestrated by director, Mike Diva.
The internet did their thing and solved the code an under an hour. The final prize ultimately included 2,468 items and showed that DoorDash can actually deliver just about anything, even the Super Bowl.
In The Dan Wieden Titanium Lions, 200 entries were received and the Jury chose to award four Titanium Lions, and one Grand Prix.
Titanium Lions Jury President, Debbi Vandeven, Global Chief Creative Officer at VML, Global, said: “When work makes the most of a moment in time, it truly reflects groundbreaking creativity. We wanted to award this idea that hijacked a key cultural moment to make the world look at this company in a fresh and broader way. The idea is simple on the surface, yet daring in execution. At its core, it’s a spectacular product demonstration at a scale we’ve never seen before.”
Titanium Lions were awarded to:
• DAVID Madrid for JCDecaux ‘Meet Marina Prieto’
• Edelman London for DP World ‘The Move To-15’
• McCann London for Xbox ‘The Everyday Tactician’