| Title | SHAME PIECE CUTTER |
| Brand | DOMINO'S PIZZA |
| Product / Service | DOMINO'S PIZZA |
| Category | E02. Small Scale Special Solutions |
| 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 |
| Name | Company | Position |
|---|---|---|
| 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 |
Consumers in Vietnam has an unusual habit of leaving the last remaining slice of pizza untouched due to shyness. As it is consider impolite to take the last piece, even though they want it. Having it at Domino’s outlet will eradicate the problem as it happens. Solving it immediately. We came up with Shame Piece Cutter, a design activation that has a direct approach in solving the problem. We offer to cut the last piece of pizza into smaller bite-size pieces for sharing, everyone was delighted with our unconventional way of solving a cultural problem. It was well received in the outlets where the activation was done. Now they can freely enjoy their pizza to the last bite.