DoorDash.

Vinyl Cover: Introducing Dash to the Delivery Universe.

Everyone knew DoorDash delivered dinner. But few realised they also delivered groceries. As DoorDash partnered with dairies and service stations across New Zealand, the challenge was clear: how do we tell both retailers and consumers that DoorDash is more than just dinner?

The answer came in the form of Dash—a superhero-inspired character who bursts onto the scene to save Kiwis from their everyday food dilemmas. His arrival, accompanied by the remastered Queen track from the cult-classic Flash Gordon, connected audiences instantly with a sense of nostalgia, energy and heroism.

Drawing from over-the-top 80s storytelling, we extended this universe into a bold and unexpected medium: a superhero-comic-book-read-along vinyl record. The “Delivery Universe” album cover became more than just an artwork—it was an experience.

Through 3D glasses, the cover revealed two everyday dilemmas:

• Blue lens: friends settling in for the big game, only to discover a tragic snack bowl of wasabi peas.

• Red lens: a mum scrambling to pull together school lunches, desperate for a last-minute save.

Viewed together, Dash emerged as the muscular, dynamic saviour of snacks and groceries alike—the embodiment of choice, speed and reliability.

This piece was crafted not only as a direct mailer but as an immersive world. The vinyl sleeve, the radio ads, the comic strip, the 3D experience—all combined to tell a story that was as much about the fun of discovery as it was about food delivery.

The results.

DoorDash’s brand offering was reframed. No longer just a dinner delivery service, it became the hero of both mealtime and snacktime, with Dash as the visual representation of their expanded role. Just as DoorDash reimagined food delivery, this campaign reimagined what a piece of branded storytelling could be.

BEST AWARD FINALIST