2024 Cannes Lion: Titanium Award

The world knows DoorDash for restaurant delivery, but with their new brand platform, Your Door to More, we wanted to showcase their ability to deliver just about anything. Where better to do this than the Super Bowl? Not just by telling people that DoorDash could deliver anything, but by proving it: delivering every product advertised during the Super Bowl broadcast to one lucky person.

In the days before the Super Bowl, as brands announced they were in the game, we added them to a DoorDash cart creating anticipation, excitement, and speculation about how big the prize would get. Then during the game, as ads aired, we continued to add them to our shopping cart, whether a pallet of Reese’s, four separate cars, or 60lbs of mayo – creating one epic prize that spanned 76 brands.

As the grand prize grew in scale, and absurdity, we updated consumers live. Social media was clamoring for hints and prize suggestions, and by the time our ad aired in the 4th quarter, anticipation was at a fever pitch. The film was simple: it told people to visit doordash-all-the-ads.com and enter a promo code. But of course, this promo code wasn’t going to be easy.

Some got mad, many made memes, but most got crafty, banding together IRL and online to crack the code. Our 30 second ad became the catalyst to hours of conversation, interaction, and social. People didn’t just watch our ad: they rewatched it, over and over again – some missed overtime entirely.

By turning every Super Bowl ad into a DoorDash delivery, DoorDash surpassed their goal with 11.9 billion earned impressions, 8 million+ entries, nearly 300 million earned social impressions, and 117 million viewers. But most importantly, we captured America’s attention, proving DoorDash’s ability to deliver just about anything.