Campaign includes 16 films.
"Your Door To More" celebrates the rebrand of DoorDash Australia from just food delivery to an on-demand service for everyday needs.
DDB Sydney was appointed earlier this year to head creative strategy for DoorDash Australia, with the goal to transform its global positioning, to a more local platform.
“Your Door To More” speaks to the Australian sense of humour.
The ad shows DoorDash riders on their commute with animated delivery bags with big eyes, at the back of the bikes, chatting about their stash, new partnership offerings and the variety of things people want delivered to their doors.
“This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia. We’re not just a food delivery app: we’re here to change how Aussies think about getting everyday things done,” said Madison Westall, head of brand, DoorDash ANZ.
“As a global brand and a local challenger, we’re proud to bring DoorDash’s mission to life in a way that feels uniquely Australian, through the quirky, practical, delicious and downright weird things people are ordering on our app.
“This new platform is bold, distinct, and built to show that delivery isn’t just about dinner - it’s about getting time back for what matters.”
Chief creative officer, DDB, Matt Chandler, said he is excited to work with DoorDash as a brand with global recognition and scale.
“We couldn’t be more excited to join forces with DoorDash. They’re a brilliant team; genuinely great people, leading an iconic global brand loaded with the kind of ambition and potential that we get out of bed in the morning for,” he said.
“This first work is the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with, even though they’re, you know…delivery bags.”
Creative directors at DDB Tom Lawrence and Samuel Raftl said the team was motivated by DoorDash’s passion for creativity which inspired the playfulness and experimentation in the campaign.
“The chance to relaunch a brand with a client who really believes in the power of creativity is a rare opportunity, and one we didn’t take lightly. It has been a serious pleasure crafting this work, right down to agonising over the - surely right - decision to choose a steel drum cover band’s rendition of 50 Cent’s P.I.M.P.,” said Lawrence.
“We brought the bags to life through in-camera puppetry rather than animation because, like us, they’re imperfect, and a little rough around the edges. We think it’s their limited, bag-shaped view of the world that makes them endearing... and their mindless small talk so oddly fascinating,” said Raftl.
The campaign will launch across film, out-of-home, audio, digital and social with more from door dash delivery bags in the coming months.
CREDITS
Client: DoorDash
Creative Agency: DDB Sydney
Media Agency: Wavemaker
Production Company: Revolver x Biscuit Filmworks
Director: Jeff Low
Puppets: MEG
Post Production Edit-House: ARC
Post Production: FIN Design & Effects
Sound House: Rumble Studios
Music Supervision: Level Two Music
Track: P.I.M.P. by The Bacao Rhythm and Steel Band
Branding: SICKDOGWOLFMANMEDIA RELEASE
Design: Mitch Morgan Design
