The Missing Slice.
One missing slice. A conversation begins. A concept connecting a pizza order with a proposal to support Action Against Hunger.
Watch filmContext
A great many people live with scarce resources, without basic services and going hungry.
Idea
In collaboration with Action Against Hunger, Domino’s created a pizza without a slice, donating its value to people who have nothing to eat.
Execution
Phase 1.
For one week, Domino’s delivers all its pizzas without a slice, building anticipation among its audience.
Brenda@brenda_
What’s going on?! @dominos
Alice@ALICE_sr
Where’s my pizza slice? WTF!? @Dominos
Arthur Adams@arthur
Am I missing a slice???
Phase 2.
The mystery of the missing slice is solved and the action is announced through outdoor advertising on the country’s big screens.
Phase 3.
A landing page launches explaining the action against hunger. Once the campaign is known, users who bought a pizza can choose to support the cause or get their money back.
The Missing Slice
Domino’s and Action Against Hunger join forces to end hunger in the world. With their monetary value, the missing pieces help thousands of people who have nothing to eat each day. Thanks to this campaign, together we will raise funds so that both corporations can work together to make a positive difference in the fight against food inequality.
#DíaMundialcontraelHambre
Thanks to your order, someone else is eating.
A concept connecting a pizza order with a proposal to support Action Against Hunger.
One missing slice.
A conversation begins.
You choose.
If you bought a pizza, you can support the cause or get your money back.
The line in the box is the campaign’s own, in Spanish. In English it would read: “Thanks to your order, someone else is eating.”
A simulation of the concept: nothing is charged or refunded here.
Project
Domino’s Pizza
Campaign concept
Discipline
Campaign · Social impact
