Domino's - Volcano Pizza
The Challenge:
Domino’s launched a new pizza—Volcano, their most over-the-top creation yet.
So how do we announce this pizza and create awareness?
The Solution:
Maor Cohen, disguised as Danielle Amit- Israel’s top Instagram influencer for indulgent food,
took over her account. He erased all existing content
and uploaded himself as Danielle,
declaring that this pizza is so over-the-top
that every other food video ever posted isn’t even worthy in comparison.
The campaign generated massive PR buzz when Danielle’s entire Instagram page was mysteriously wiped without explanation.
Finally, the reveal created a viral moment and skyrocketing awareness of the Volcano pizza.
The Challenge:
Following the launch of the Volcano pizza,
Domino’s introduced two new flavors of the Volcano Pizza.
After the viral success of the original, the goal was clear:
maintain high awareness and create another viral moment.
The Solution:
To highlight the fact that there are now three Volcano flavors,
we launched a campaign featuring Noy & Hadar, the famous twin influencers known
for their perfectly synchronized looks, speech, careers, even pregnancies.
The twist? We “revealed” that they had a long-lost triplet who had been hiding all this time.
Enter Maor Cohen, disguised as their fictional third sister.
While the three were identical in almost every way, they differed in one crucial thing—
each had a different favorite Volcano flavor.
The campaign generated massive engagement, sparked conversations, and gained many views.
