ABOUT

The food aggregator landscape is fiercely competitive and largely undifferentiated, and until 2020, was dominated by Uber Eats. Canadians weren’t really hungry for another option, so as DoorDash continued its push into our hearts and mobile phones, we had to break through in a commoditized category driven by promos and celebrity endorsements. Rather than convenience and promotion, we needed to build DoorDash’s positioning to be more purposeful, powerful and emotive. So we built the Flavourhood – a not-so-literal place of discovery, wonder and inclusivity, where everyone has a seat at the table and all local flavours are celebrated. Food makes you happy, so in Welcome to the Flavourhood – a charming, deliciously irreverent, weird and wonderful miniature world that personified the makers, bakers, dashers and doughnuts available in the app – we leveraged animation craft that makes you feel that way too. Through a mix of animation, puppetry and claymation, we created a world where Gumby meets Nike. Where stop motion and CG blend seamlessly to create every saucy soft-serve ice cream, basketball-dunking meatball, karate-chopping sashimi and Cabriolet-driving burrito. To add to the authenticity of the idea, sets and background elements were based on real Canadian restaurants and neighbourhoods, paying homage to what makes every city great coast-to-coast. By mashing up filming and framing techniques of classic sports ads and the joy of Saturday morning cartoons, we delivered deliciousness and the campaign exceeded expectations with DoorDash becoming the #1 app in both app stores.