DOMINO’S HALLOWEEN CAMPAIGN (2023)

BRIEFING

Domino’s wanted to promote their Halloween deal — 1 pizza = 2 pizzas with a drink — through a seasonal campaign aimed at a younger audience. The goal was to boost orders during the Halloween period with a bold, high-impact visual approach.

PROPOSAL

The creative direction leaned into internet conspiracy aesthetics and glitchy visuals, with a playful horror twist — suggesting that Domino’s “knows” when you’re craving pizza. The key message, "Eles estão a ouvir-nos" ("They’re listening to us"), builds intrigue and ties into classic Halloween paranoia. The idea was further amplified by subtly inserting the word "pizza" across various channels like radio ads, voiceovers, and Spotify spots — creating the eerie feeling that the brand is really listening.

The idea took a step further with a hidden landing page, accessible through a simple Domino’s banner ad. This ad led users to a virus-style website where a masked Domino’s employee appeared on screen, claiming to be watching them. To avoid having their information leaked, users were told they had to quickly take advantage of the Domino’s promo.

END CREDITS

Year: 2023 (Unreleased campaign)
Agency: Funnyhow
Chief Creative Officer: César Sousa
Creative Directors: André Leite & Álvaro Silveira
Designer: Fábio Franco
Copywriter: Carolina Fialho
Account Executive: Marta Monteiro