A DVD That Smells Like Domino's Pizza

Brazilian agency uses thermal ink on discs that smells when hot

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Takeout pizza and a DVD are a natural fit for many. So Domino's Pizza in Brazil decided to combine the two in a campaign via Artplan Sao Paolo.

In partnership with ten video rental stores in Sao Paulo and Rio de Janeiro, the brand used rented DVDs as media. About ten discs each of ten different new release titles such as Argo, 007, Dread And Dark Knight were stamped with thermal ink and flavored varnish, both sensitive to the heat. While people were watching the movie, the heat of the DVD player affected the disc. When the movie ended and they ejected the disc, they smelled pizza. They also saw pizza: the discs were printed to look like mini pies, and carried the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

In this age of streaming video, the idea might seem a bit anachronistic. However, "in Brazil streaming services like Netflix and iTunes are relatively new, and for people with good social conditions," said ArtPlan art director Diogo Barbosa. "Also our broadband connection isn't as fast as that used in the U.S. and because of that we still have video rental stores in your neighborhoods."

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May 16, 2013
Executive Creative Director:
Roberto Vilhena
Creative Director:
Rodrigo Moraes
Tiago Trindade
Rodrigo Sanches
Art Director:
Diogo Barbosa
Art Director:
Guilherme Grotti
Art Buyer:
Vivian Tomaz
Graphic Production:
Bruno Werner
Studio Hamdan
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