Best of 2018 Digital/Integrated No. 3: Domino's is helping to repair potholes so your pizza stays perfect

Customers can nominate their local highways online

Published On
Jun 11, 2018

Editor's Pick

Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/Out of Home/Design/Experiential and Digital/Integrated/Social.

At No. 3 in digital/integrated/social, Domino’s Pizza has long-earned headlines for being a technology company that’s a fast food brand in disguise, for its innovative digital efforts that include Emoji and Twitter ordering. So this year, we were totally tickled when the pizza purveyor debuted this departure from the technological wizardry  that still worked to improve consumers’ lives. “Paving for Pizza,” an idea conceived by Domino’s longtime agency Crispin Porter Bogusky, encouraged consumers to report their neighborhood’s faulty roads, and Domino’s would help to repair them. The brand tie-in? Domino’s wanted to ensure that their pies would get to consumers intact. Customers submitted more than 137,000 nominations from 15,275 zip codes, and even municipal governments and community groups encouraged citizens to participate. So far, Domino’s has paved 13 cities and has expanded to program to pave at least one community in each of the 50 states.


Original Story:

Potholed roads are a big problem. They can dent your car, burst your tires, cause serious injuries to cyclists--and (heaven forbid) cause irreparable damage to your pizza, says Domino's.

The brand's latest marketing ruse is to ally itself to the cause of the many people who fume about unrepaired roads in the U.S.: it's asking customers to nominate their local roads for repair at a website, If their town is selected, the customer will be notified and the city will receive funds to help repair roads. The company says it's already repaired roads in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California, and the campaign will continue for three months throughout the summer. Altogether, there are 20 grants to be handed out.

The campaign, by CP&B, is a follow up to last year's launch of "carryout insurance" for pizzas by Domino's, with a promise to replace your pie if anything untoward befalls it. While, like that campaign, it's mainly fun PR, the road paving promise adds an element of giving back to the community as well.

While Domino's says it's not planning to expand the scehme internationally at present, we think it has global potential: the U.K. in particular is suffering from an unprecedented number of potholed roads.


Jun 11, 2018
Client :
Agency :
Crispin Porter Bogusky
Global Chief Creative Officer :
Linus Karlsson
Executive Vice President, Executive Creative Director :
Tony Calcao
Creative Director :
Kelly McCormick
Creative Director :
D'Arcy O'Neill
Associate Creative Director :
Marthon Pucci
Associate Creative Director :
Brian Caruso
Associate Creative Director :
Emily Salas
Associate Creative Director :
Tyler Gonerka
Vice President, Director, Content Production :
Sloan Schroeder
Integrated Producer :
Alina Moeller
Jr Producer :
Amber Pena
Vice President/Executive Integrated Producer :
Dan Corken
Interactive Producer :
Morgan Burrows
Account Director :
Jacqueline Redmond
Account Director :
Allison Foley
Content Supervisor :
Michelle Robertson
Content Supervisor :
Mark Hurley
Content Manager :
Brad George
Content Manager :
Sam Carolan
Business Affairs Manager :
Kimberly Campbell
Business Affairs Manager :
Cristina Fajardo
Group Director, Strategy :
Courtney Loveman
Strategist :
Katie Sherman
Production Company :
Director :
Thomas Beug
Owner/Executive Producer :
Lisa Mehling
Vice President, Executive Producer :
Pat McGoldrick
Producer :
Maeliosa Tiernan
Telecine Company :
Colorist :
Stefan Sonnenfeld
Color Assistant :
Aaron Flickinger
Senior Color Producer :
Katie Andrews
Editorial Company :
Union Editorial
Editorial Company :
Marshall Street Editors
Editor :
Spencer Ferszt
Assistant Editor :
James Bedford
Producer :
Samantha Machado
President/Managing Partner :
Michael Raimondi
Mix and Sound Design Company :
Lime Studios
Executive Producer :
Susie Boyajan
Producer :
Kayla Phungglan
Engineer and Sound Designer :
Matt Miller
Assistant Engineer :
Lisa Mermelstein
Post Production and Visual Effects Company :
Method Studios
Visual Effects Supervisor/Lead Flame Artist :
Kelly Bumbarger
Support Flame Artist :
Thomas Downs
Support Flame Artist :
Aidan Thomas
Support Flame Artist :
Sean Wilson
Support Flame Artist :
Louis Schachte
Senior Producer :
Julia Paskert
Executive Producer :
Ananda Reavis
Producer :
Thuy Ta
Animation Company :
Cut Quest
Animator :
James Bedford
Music House :
JSM Music
Chief Creative Officer/Composer :
Joel Simon
Executive Producer :
Jeff Fiorello
Producer :
Norm Felker
Website Production Company :
Stink Studios

Need a credit fix? Contact the Creativity Editors

Project Type