Dominos created House of Crust - the first bird feeder that doesn’t require you to buy food.

The idea is that many people don’t eat pizza crust and crumbles, and throw them away, while these leftovers can be an endless source of nutrition for city birds.

Domino’s used these observations to create an innovative pizza box, which easily transforms into a bird feeder. It is simple:

enjoy your pizza, leave the crust and crumbs inside the pizza box, unfold special paperhangers from both sides of the box and you can easily open your own restaurant for birds.

Every second people order pizza for takeaway in Moscow. Domino’s House of Crust initiative in a very simple way turns millions of these orders into an important help for urban birds.

People don’t need to throw away pizza leftovers and boxes and create more trash.

Product designers in collaboration with ornithologists found a solution to transform the original Domino's box into an elegant and environmental friendly bird feeder -The House of Crust. The innovative pack satisfies consumer dream to be social active and don’t spent much time to it.

Firstly it is necessary to eat pizza and put crust and crumbles inside.

Then only two simple movements are required to unfold special paperhangers from both front and back sides of the box. As a result, the box surface is used with maximum efficiency.

There are special inserts inside the box. They play a great practical function - limits the access for large birds such as pigeons and crowns and allows small birds, who are more likely to suffer from cold in winter, to find their own nutrition.

Together with the unique print made by Russian talented illustrator, the box turns into a state of art object, which inspires conversation among Dominos customers and attracts attention of passersbys as an eye-catching ambient construction.

Every House of Crust owner can register on a virtual map by posting its picture on social media with a hash tag in order to join the first network of pizzerias for birds.

Powerful creative idea accompanied by a graceful design of the box became viral news for more than 20 leading media including Hello, Timeout and DFM radio.

The aspiration to have an innovative pack led to that the first set was spread in few hours.

The number of Facebook subscribers had increased by 30% in one week.

Off-line and on-line media success allowed reaching 7 000 000 rubles in earned media and increase overall sales on 23,6%.

Nikolay Drozdov volunteered to become the House of Crust ambassador.

He is the member of the WWF executive board and recipient of the Unesco Albert Einstein medal and the anchorman of the most famous program about animals in Russia «In wild nature».

But most importantly, Domino's initiative helps very easily turn millions of pizza orders into the much-needed nutrition for urban birds and change the habit to throw leftovers.