Dominos Design & Branding PIZZA PROVERBS by Crispin Porter + Bogusky Boulder

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Industry Postal, Courier, Shipping & Freight services, Cafe
Media Design & Branding
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Tim Eger, Sean Smith
Creative Director John Kieselhorst, Craig A. Miller
Art Director Michael Ackerman
Copywriter Brian Frost
Designer Ben Spiking
Illustrator Caroline Church
Released July 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: DOMINO'S
Product/Service: PIZZA
Date of First Appearance: Jul 1 2010
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officer: Andrew Keller/Rob Reilly/Jeff Benjamin (CP+B)
Group Creative Director: Tony Calcao (CP+B)
Creative Director: Craig Miller/John Kieselhorst (CP+B)
Associate Creative Director: Tim Eger/Sean Smith (CP+B)
Art Director: Michael Ackerman (CP+B)
Copywriter: Brian Frost (CP+B)
Illustrator: Caroline Church (CP+B)
Print Producer: Duane Burgess (CP+B)
Integrated Art Producer Supervisor: Lisa Lee (CP+B)
Junior Art Producer: Amber Heinert (CP+B)
Designer: Ben Spiking (CP+B)
Media placement: Packaging - Domino's Pizza Boxes - 1 July 2010

Describe the brief from the client
Our noble charge? To deliver unto our employer packaging as beguiling as the baked bounty within, while imparting upon it a fair measure of the wisdom garnered in the development and craft of their best pizza ever.

Describe the challenges and key objectives
It can well be said “a table is not blessed if it has fed no scholars.” So it was of paramount importance to our task to convince oft-fickle fans to join with us and impart their wisdom to help create this new packaging. Once achieved, a new challenge of surpassing difficulty sprang up in the form of the antiquated Flexo Press, which proved more foe than ally in reproducing the wisdom and artwork of our favoured fans upon cardboard boxes.

Describe how you arrived at the final design
To justly portray our customers’ fair words, we found ourselves in want of an old-world illustration style to convey a whimsical storybook feel appropriate to home and hearth. To this noble end, over twenty hand-etched creations were painstakingly drawn in London, then ferried by internet across the Atlantic to grace our presses.

Give some indication of how successful the outcome was in the market
’Tis a veritable truth that nearly 8,000 sage maxims were justly submitted by our faithful fans. Of these, 8 of sublime wisdom were chosen to be immortalised in corrugated cardboard. To this date, no fewer than 100 million pizza boxes have been bestowed with the words of wisdom from our customers, for an estimated 330 million media impressions (without a sixpence of paid media).