‘DoorDash All the Ads’ Super Bowl campaign wins Titanium Grand Prix at Cannes

Wieden+Kennedy Portland picked up the Titanium Grand Prix at Cannes Lions on Friday night for its “DoorDash All the Ads” campaign from this year’s Super Bowl, in which the delivery service offered products and services from every other Super Bowl advertiser to one winner. The contest centered around the 30-second spot (below) that aired during the Super Bowl and featured an absurdly long URL. One person to correctly enter it online won the giant prize package. The ad itself was the final step after months of logistical challenges, including the NFL reportedly rejecting the concept in early January due to the spot referencing other advertisers in the Feb. 11 broadcast. Look back: How DoorDash built its Super Bowl giveaways list “This is essentially a product demo, and it’s amazing the way they did it,” said Debbi Vandeven, global chief creative officer of VML and president of the Titanium jury. “But it was really, really difficult. They got notes from the NFL saying you can’t do this. They had to think about all the partnerships. Stuff was happening [in] real time. “I’ve done Super Bowl ads. A lot of us have. That in itself is hard. But this was unbelievable. The amount of time they had to work with lawyers. ... And the results are amazing, too. It was just really creative the way they did it. And we thought it deserved the Titanium.” Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns Wieden+Kennedy has long been known for emotionally driven TV anthems for clients such as Nike. To win a Titanium Grand Prix for a promo code—even if a supersized one—reflects a larger evolution of the agency’s thinking about the medium. While emotional films still have their place, the agency’s leaders said W+K is trying to develop more work that can get consumers to do something more active in the moment. “We’re trying to get more disciplined and clear on what every piece of media does,” Karl Lieberman, W+K’s global chief creative officer, told Ad Age. “For DoorDash, it’s been about, ‘How do you get someone, when they see an ad, to go and use DoorDash right then?’ The Super Bowl was sort of a hyperbolic version of that.” “It’s a working thesis for us, but the emotional brand campaign just doesn’t seem like it has as much value,” added Neal Arthur, global CEO of W+K. “We’ve spent a lot of time going, ‘How can the work we do feel more directly impactful for the business?’” Lieberman added: “I think we’re asking more and more of TV. You used to ask, ‘What are you asking the consumer to do emotionally?’ You’re asking them to laugh or cry or whatever. Now we’re trying to be clearer. ‘After they see this, what should they actually do?’ I think this is like a real byproduct of that.” In addition to the Grand Prix, the Titanium jury typically awards a very small number of Titanium Lions. (Unlike in other Cannes categories, there are no golds, silvers or bronzes—they are simply called Titanium Lions.) This year, three other campaigns won Titanium Lions: “Meet Marina Prieto” by David Madrid for JCDecaux; “The Move to -15” by Edelman London for DP World; and “The Everyday Tactician” by McCann London for Xbox. Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns “Meet Marina Prieto” won the Creative B2B Grand Prix earlier in the week, while “The Everyday Tactician” nabbed two Grand Prix, in Direct and Entertainment Lions for Gaming.

‘DoorDash All the Ads’ Super Bowl campaign wins Titanium Grand Prix at Cannes

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