In the heart of DoorDash Canada’s latest marketing spectacle, a riveting tale unfolds in three acts, chronicling the urgency of a delivery through the eyes of a DoorDash customer, a DoorDash merchant, and a dedicated Dasher. Crafted in collaboration with Hard Work Club and directed by Henry Scholfield, this campaign is a stylish and theatrical journey.
The narrative revolves around a ruined birthday cake, and the subsequent efforts of DoorDash, its merchants, and Dashers to salvage the celebration. Toronto-based agency Hard Work Club orchestrates the storytelling through three 30-second acts: “The Party,” “The Order,” and “The Dash,” showcasing their third consecutive campaign for DoorDash.
Launched on Jan. 10, the first two acts set the stage, with the grand finale scheduled during the NBA All-Star Game on Feb. 18. The storyline captures the perspectives of the customer facing a potential disaster, the restaurant pressed into action to create a replacement cake, and the Dasher racing against time to deliver the new cake to the party.
Heather Cameron, Head of Brand & Creative for DoorDash Canada, emphasizes the campaign’s aim to spotlight the often unnoticed efforts of partners and Dashers. It unveils the intricate dance behind the scenes, acknowledging the collective hustle that brings the seemingly effortless delivery experience to customers.
The elaborate neighborhood set, inspired by stage design, becomes the canvas for the action, with revolving and sliding platforms adding a choreographed touch. Acclaimed director Henry Scholfield combines practical and digital effects, while choreographers Keone and Mari Madrid infuse expressive dance routines set to modern renditions of Sam & Dave’s ’60s soul song “Hold On, I’m Coming.”
Meghan Kraemer, co-founder and executive creative director of Hard Work Club, highlights the campaign’s goal to celebrate artistic expression without feeling like a typical advertisement. The main spots are complemented by cutdowns and digital content tailored for merchants and Dashers on the “DoorDash for Merchants” and “Dash to It” platforms.
Wavemaker spearheads the media buy, targeting English and French programming with a focus on sports coverage. The campaign, launched in January 2024, weaves together the stories of customers, merchants, and Dashers into a single arc, celebrating the craft behind DoorDash’s seamless and magical deliveries.
