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

Published On
Jan 05, 2021

Editor's Pick

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

Need a credit fix? Contact the Creativity Editors

Industry
Project Type