Doordash used art as 'bait' to get customers to order tons of food
We Believers devised campaign that 'reinvented' the idea of the art auction to help struggling restaurants and those in need of food
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Last year, food delivery platforms were among the most creative brands, devising entertaining ways to keep their restaurant partners busy and even helping to keep them afloat. Doordash, for example, implemented delivery operations for struggling establishments, which it highlighted in a documentary film from the Martin Agency. And in a more recent idea from We Believers, the brand expanded into delivering works of art.
Each December, much of the art world descends on Florida for Miami Art Week. This year, however, the celebrations were considerably muted due to the pandemic, with major fairs like Art Basel pulling out. We Believers, however, saw this as an opportunity for DoorDash—if customers can’t go to the art, DoorDash would bring the art to them.
But this wasn’t a mere expansion of the brand’s scope. In order to purchase works from local artists including De Yavorsky, Oyhanarte, Uribe and Yanes—art connoisseurs had to participate in special auctions for in which payment would be made in the form of food orders. Those who coveted the pieces ended up ordering tons of meals that helped to feeding frontliner and those in need. Meanwhile, restaurants, whose businesses have been strained during COVID, earned more business trying to fulfill all the orders.
Credits
- Date
- Jan 05, 2021
- Client :
- DoorDash
- Agency :
- We Believers
- Chief Creative Officer :
- Gustavo Lauria
- Executive Creative Director :
- Patricio Elfi
- Creative Director :
- Nicolas Centroni
- Creative Director :
- Fernando Serra
- Copywriter :
- Gustavo Lauria
- Copywriter :
- Nicolas Centroni
- Art Director :
- Fernando Serra
- Head of Production :
- Marcia Jaes
- Head of Client Services :
- Jose Quijano
- Account Director :
- Melissa Rodriguez
- Head of Planning :
- Marco Vega
- Project Manager :
- Mayte de la Maza
- Creative Coordinator :
- Rocio Fernandez Sasso
- Production Company :
- Easy Mondays
- Director :
- Jimmy Goldblum
- Director :
- Marcelo Paez
- Director of Photography :
- Matt Chavez
- Director of Photography :
- Carlos Alvarez
- Executive Producer :
- Asori Soto
- Producer :
- Luis Valderrama
- Creative Editorial/ Offline edit :
- Diego Panich
- Post Production/ Online edit :
- Moving Forward Studios
- Post Production/ Online edit :
- Leo Lovera
- Color Correction :
- Moving Forward Studios
- Color Correction :
- Jorge Russo
- Music House :
- Pickle Music
- Composer :
- Alexis Estiz
- Audio Mix & SFX :
- Dario Calequi
- Executive Producer :
- Maria Ines Velez
- VP of Marketing :
- Kofi Amoo-Gottfried
- Head of Consumer Marketing :
- David Bornoff
- Director Consumer Marketing :
- Katie Coffee
- Sr. Consumer Marketing Manager :
- Alex Hebels
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