DoorDash: Saviour of the Delivery Universe LP

Everyone knew DoorDash delivered dinner. Few knew they delivered groceries.

A major player in the food delivery sector, DoorDash began teaming up with dairies and service stations. We were tasked with sharing the news with retailers and consumers.

Our new DoorDash platform features ‘Dash,’ a superhero-ish character who rescues Kiwis (New Zealanders) from food dilemmas.

He bursts into every scene accompanied by the remastered synth stylings of the Queen song, Flash Gordon. Going from "Flash! Ahhh!!! Saviour of the Universe" to "Dash! Ahhh! Saviour of the Delivery Universe".

There’s a straight line between our Kiwi hero, the Flash Gordon cult classic film and Queen soundtrack of the 80s, and the comic strip that preceded it.

Drawing inspiration from over-the-top storytelling, we crafted the ‘Delivery Universe’ album cover.

Just like the Dash character, our DM was also inspired by the 80s, creating a super-hero-comic-book-read-along-LP-record.

This design isn’t just a piece of static artwork. It’s a multi-dimensional experience that brings the two sides of the DoorDash business to life – fast food and grocery.

Listeners follow along with the radio ads on a vinyl record while also reading the comic strip using 3D glasses.

• Blue lens: Viewers see a group of mates gathering to watch the big game, only to find their snack bowl is disappointingly filled with wasabi peas. They’re screaming out for a saviour of game day snacks.

• Red lens: We see a mum, unprepared and scrambling, struggling to figure out what to make for school lunches. She’s desperate for a saviour of the lunch box to deliver groceries.

• Red and blue lenses. When viewed together, our hero emerges. Dash is muscular, dynamic and a saviour of the food delivery universe.

Regardless of the food dilemma, DoorDash is the solution. Dash is a visual representation of the power of choice.

The craft of this piece goes beyond just the art direction. Instead of just listening, you’re immersed.

This is storytelling reimagined, just as DoorDash has reimagined food delivery.

The result? This multilayered marketing DM tool helped land a top supermarket chain partner for DoorDash! Helping them win the grocery delivery universe.