Potholes, cracks, and bumps in the road are problems across the U.S., both for cars and the safety of carryout pizza. The Paving for Pizza initiative helps repair roads all over the United States to make sure carryout customers get their pizza home in pristine condition.
The Design Dept. at Crispin has been responsible for many of Domino's campaign launches. Most campaigns touch on the core brand but evolve slightly to create a fresh take on Domino’s. In the case of Paving for Pizza, the identity shifted into an industrial-inspired graphic language that outfitted a fleet of road paving trucks and equipment.
Within two months of launch, the project received more than a billion media impressions while customers submitted 137,000 nominations from 15,257 different zip codes in all 50 states.