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TV/Cinema/Online Film
Humour

Silver Winner

Entrant: iris, London
Domino's Pizza - "Boggles"

Corporate Name of Client: Domino's Pizza

Media Company: Arena Media, London

Agency Account Director: Venetia Tabor

Agency Account Manager: Nell Forbes-Robertson

Agency Planning Director: Ben Milligan

Agency Planner: David Austin

Agency: iris, London

Global Chief Creative Officer: Shaun McIlrath

Executive Creative Director: Andy Taylor

Associate Creative Director: Bill Adcock

Copywriter: Matt Wood

Art Director: Tom Loveless

Head of TV: Leila Bartlam

Agency Producer: Alex Coughlin

Social Media Strategist: Hannah Beesely

Production Company: Somesuch, London

Director: Sam Hibbard

Producer: Kirsty Dye

Post-Production Company: Big Buoy

Post-Producer: Jim Allen

Editing Facility: Cut and Run

Editor: Ben Campbell


Description of the Project:
When it came to describing the great taste of Domino’s, social listening told us there were no words to describe it. Instead, people expressed themselves through GIFs, memes and emojis. We highlighted this ‘mouth-boggling’ effect of Domino’s Pizza on TV and radio with the on-trend technique of face-swapping, then set about giving people the tools in social media to describe the indescribable feeling Domino’s delivers. 
 
Our digital and social strategy saw us launch a GIPHY channel for the first time, giving fans a whole array of GIFEELINGs to help them express their love of Domino’s. We even produced a Snapchat lens for people to ‘boggle' themselves and their friends.  People began boggling everything and everyone.
 
A whole mouth-boggling social movement was born from a socially informed TV ad.