DoorDash Canada is channeling Broadway theatrics in its latest marketing campaign.
Its new work, “One Delivery in Three Acts,” unfolds over the course of three 30-second spots: “Act 1: The Party,” “Act 2: The Order” and “Act 3: The Dash,” telling the story of a ruined birthday cake from multiple perspectives through dance, and how merchants and DoorDashers come to the rescue.
“The teams at DoorDash and Hard Work Club are passionate about creating beautifully stylized worlds to wrap our viewers in,” says Heather Cameron, head of brand and creative for DoorDash Canada, who says the campaign underscores the vital but often unnoticed work performed by its partners and Dashers to deliver food to customers.
“It can feel like you push a button and just like that, a delivery arrives at your door,” she says. “But of course, there is a whole neighbourhood hustling to make that happen.”
The work, puts unsung heroes in a “magical spotlight on the whole flywheel that makes what we do possible,” Cameron says.
The stylish, kinetic approach was also used in a previous DoorDash campaign, “Get More From Your Neighbourhood,” a sped-up creative work which told the tale of how DoorDash lightens the load of food prep.
The new campaign is the third piece of work the brand has created in partnership with Toronto-based agency Hard Work Club in as many years. The first two spots debuted in January with the third spot appearing during coverage of the NBA All-Star Game on Feb. 18. All three spots will run throughout the game.
As Cameron explains, the campaign is a series of 30-, 15-, 10- and six-second videos that can be viewed as individual pieces or together as a part of a larger connected story.
The target is the network of neighbourhood associations and those living, working and earning within them.
Commercial and music video director Henry Scholfied helped shape the vision, bringing it to life through a combination of practical and digital effects. Choreographers Keone and Mari Madrid were brought on board for their “expressive yet narrative approach” to dance. The routines are set to a series of modern updates to Sam & Dave’s ‘60s soul hit, “Hold On, I’m Coming” mixed by SNDWRx in Toronto.
The main spots are also being supported by a series of cutdowns and digital content tailored towards merchants and dashers, as part of the company’s respective “DoorDash for Merchants” and “Dash to It” platforms.
Wavemaker’s media buy on this campaign is focused on English and French programming, and coverage within sports. It is being supported by an online video buy.
