PARIS, FRANCE — To promote its Crazy Days, pizza chain Domino’s has launched a campaign that makes no sense… or does it? In its latest campaign created by French independent agency Grinta, The Crazy Days are Domino’s Pizza’s most iconic offer in France. On Tuesdays and Thursdays, you can get any medium pizza for just 7.99€.
But on October 17, via its social networks, Domino’s dropped a bombshell: the offer was over. Cue the heartbreak and floods of tears and angry comments from frustrated pizza lovers… Only three days later, Domino’s surprised everyone with a new TV ad, revealing that the Crazy Days were…back. Confused? Stick with us.
TI-TAA-TI-TAA-TAA
Grinta took the “crazy” in Crazy Days and ran with it, creating an off-the-wall film directed by Jean-Baptiste Saurel. In the TVC, Domino’s workers are seen having a passionate conversation in some kind of gibberish, when, suddenly, they’re interrupted by a delivery man crashing through the window on a jet ski.
MORSE ATTACKS
Turns out… that gibberish was actually morse code.
The language of clicks was transformed into syllables, “TI-TAA-TI,” as spoken by the actors, or di-dah-di if the codes were spoken in English.
The sequence of morse code translates into a hidden message (in French) that gives military analysts, morse code enthusiasts, or simply hungry pizza fans the opportunity to unlock a very special offer. Following the film’s launch, Domino’s sent out a clue on their social media revealing that the seemingly random syllables were morse and inviting followers to submit what they had decoded.
“I’ve always been fascinated by Morse code,” explains Mickaël Krikorian, Executive Creative Director at Grinta. “My dad knows how to use it, and I’ve always thought of it as a kind of superpower. In fact, he was our official interpreter for the campaign!”
The film will be on air in France for four weeks, and similarly off-the-wall films will be released online and on digital platforms.
Founded in 1960, Domino’s Pizza is the largest pizza company in the world, with a significant business in both delivery and carryout pizza. It ranks among the world’s top public restaurant brands, with a global enterprise of over 21,000 stores in over 90 markets. Domino’s had over $18.9 billion global retail sales for the trailing four quarters ending September 08. Its system is comprised of independent franchise owners who accounted for 99% of Domino’s stores as of the end of the third quarter of 2024. In the U.S., Domino’s generated more than 85% of U.S. retail sales in 2023 via digital channels and has developed several innovative ordering platforms, including seven unique ways to order Domino’s.
CREDITS:
Grinta
EXECUTIVE CREATIVE DIRECTOR : Mickael Krikorian
GENERAL MANAGER : Julien Scaglione
ART SUPERVISOR : Gianni Leotta
ASSOCIATE DIRECTOR : Xavier Devaux Landragin
HEAD OF SOCIAL MEDIA : Marine Alves
TV PRODUCER : Leslie Hatchwell
Domino’s Pizza
CEO : Joel Tissier
HEAD OF MARKETING : Capucine Gagnez
HEAD OF BRAND MANAGEMENT : Isabelle Roche
BRAND MANAGER : Aurore Ratero
SOCIAL MEDIA MANAGER : Charlotte Traika
BRAND ACTIVATION & INFLUENCE MANAGER : Chloe Allegre
PRODUCTION : BIG
PRODUCERS : Nizar El Tayeb & Arthur Catton
LINE PRODUCER : Ophélie Stavropoulos
POST-PRODUCTION : FIRM
POST-PRODUCTION SUPERVISION r : Johan Luce-Antoinette
