Domino's Pizza UK was quick off the mark in creating this parody of British Airways' interactive "Look Up" billboard campaign, in which kids point up at the sky when a BA plane flies over, with the ad carrying the flight number and destination of each plane. In Domino's version, created by media planning and buying agency Arena, the kid points down at a delivery driver, and the board changes with a bespoke message whenever a driver goes by (for example: "Look, it's a Pepperoni Passion for Simon in Acton") together with the hashtag #lookdown.
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