Outdoor: The outdoor for Paving for Pizza came through local market activation. Branded asset kits were sent to each city granted dollars for paving, and each paved pothole was branded with Domino’s “Oh Yes We Did”. Paving Day was also complete with branded road signs and stickers for construction helmets so each town could re-create the experience in the television spot.

Digital: The digital experience took place on pavingforpizza.com, where we encouraged communities to submit their nominations for Domino’s to pave in their town and featured case studies to show proof of concept.

Turning this ambitious project from idea to action meant every bit acting like a modern agency: breaking down title silos so that people across nearly every department in the agency were playing hybrid strategist-producer roles. We cold-called 1,300 county governments, offering them donations for paving, and learned that free money is surprisingly hard to give away when you’re perceived to be sticking your pizza nose where it doesn’t belong. The roadblocks were huge, and the project was stalled for almost an entire calendar year. Ultimately, we secured a partner city (Bartonville, Texas) to serve as a prototype for the project, which allowed proof of concept to other potential city governments. Once we gained momentum, there was still a ton of skepticism and Vice even filed a Freedom of Information Act request to make sure our program was legit…it was.

We took a step back to look at the cultural context of the moment: domestic issues like infrastructure were going unaddressed. Customers carry out their pizza because they crave total control, end to end, in their experience. By combining the cultural tension around infrastructure with the consumer insight on control, the creative concept of paving roads, to ensure a safer ride for pizza, was born.

The response after just three months was so overwhelming that Domino’s decided to expand the program and commit to paving at least one community in every state, resulting in significant activity in local markets where paving took place, securing +63MM local media impressions (and over 1 billion in total media impressions). Local market campaigns were started by single communities rallying the community to submit their town for paving grants, and 194,066 unique microsite submissions from 17,198 ZIP codes in all 50 states.