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After making Super Bowl history with an epic sweepstakes, DoorDash’s ambitious campaign has won one of the ad industry’s most prestigious awards: the Dan Wieden Titanium Grand Prix at Cannes Lions.
“DoorDash-All-The-Ads,” by agency Wieden+Kennedy Portland, promised one winner every item advertised during Super Bowl 58 if they could piece together an overly elaborate promo code revealed in the brand’s commercial. A man from Texas won the giveaway and received $500,000 worth of prizes, including a BMW electric car, a $50,000 house down payment and a 30-pound bucket of mayonnaise.
DoorDash’s campaign was essentially a cleverly disguised product demo to show that it had expanded beyond just food delivery into other verticals like grocery and retail. It received 11.9 billion earned impressions and became one of the most buzzworthy ads of the Super Bowl.
More than just a giveaway or TV spot, the campaign was noteworthy because it required DoorDash to “rethink its entire business model,” said Titanium Lions jury president Debbi Vandeven, global chief creative officer of VML.
The brand was innovative in its approach to partnerships, collaborating with dozens of other Super Bowl advertisers, and it overcame restrictions from legal and the National Football League itself.
“It’s unapologetically commercial. It’s also just a really good idea. It’s about creativity and making you rethink the way you might do something,” Vandeven said. “A Super Bowl ad in itself is hard, but this was unbelievable.”
The Titanium Lions are among the festival’s most coveted prizes because they recognize provocative and boundary-pushing work that progresses the industry. This year, 20 campaigns out of 200 entries made the short list, including CeraVe’s Super Bowl campaign, French telecommunications company Orange’s “WoMen’s Football” and Sphere Entertainment’s MSG Sphere in Las Vegas.
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