|Title||SHAME PIECE CUTTER|
|Product / Service||DOMINO'S PIZZA|
|Category||B02. Promotional Item Design|
|Entrant||DENTSU ONE Ho Chi Minh city, VIETNAM|
|Idea Creation||DENTSU ONE Ho Chi Minh city, VIETNAM|
|Idea Creation 2||THE STORY LAB Ho Chi Minh City, VIETNAM|
|Yoshiho Fujisawa||Dentsu One/The Storylab APAC||General Director|
|Vu Thi Doan Trang||Dentsu One/The Storylab APAC||Executive Officer|
|Andy Soong Kok Leong||Dentsu One/The Storylab APAC||Executive Creative Director|
|Jet Anthony Uy Dela Cruz||Dentsu One/The Storylab APAC||Creative Director|
|Le Chi Nguyen||Dentsu One/The Storylab APAC||Associate Creative Director|
|Andy Soong Kok Leong||Dentsu One/The Storylab APAC||Art Director|
|Jet Anthony Uy Dela Cruz||Dentsu One/The Storylab APAC||Art Director|
|Huynh Vu Gia||Dentsu One/The Storylab APAC||Senior Designer|
|Nguyen Minh Toan||Dentsu One/The Storylab APAC||Designer|
A design that turn wastage into bite-size pieces for sharing.
• Elements and integration: A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well. • Touch points: In store activation in 7 different outlets in HoChiMinhCity. • Materials, style elements, choices: Specially designed stainless steel pizza cutter with polished Africa Mahogany (Khaya wood) handle. • Development, process: Two months from prototype to production. Water abrasive-jet cut, stainless steel welding and polished. Polished Africa Mahogany (Khaya wood) handle. Shame Piece Cutter that cuts a slice of pizza into smaller pieces (bite size) that resembles the original slice. The cut bite-sized pizza are miniature of the original slice (before it was cut). • Scale: Domino’s Pizza has 7 outlets in HoChiMinhCity, Vietnam each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks to gauge consumer’s response to the cutter.
• Value added to brand: Building brand love with the consumers. • Value for consumer: A design that changes the consumer’s behavior toward the last piece of pizza. Shame is no longer an issue. • Reach/cultural impact: In Vietnam, it’s impolite to take the last piece of food, this design has reduce wastage significantly due to shyness. • Sales: This activation/design doesn’t have a sales KPI, even though it was well received by consumers in helping them overcome a cultural issue. • Achievement against brief: The brief is to provide a solution to the last piece of uneaten pizza (shame piece). We have eradicated the problem entirely. • Other KPIs: A simple solution that overcomes a social problem and having our design being register for a design trademark.
• Brand relevance: Domino’s Pizza believes in providing the best pizza and restaurant service to our customers, this design activation has solved a cultural problem in Vietnam, the last piece of uneaten pizza due to shame. • Choice of campaign elements: A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well. • Target audience: Young Vietnamese who love pizza. • Approach: In store activation in different outlets in Ho Chi Minh City.