OluKai x Domino's

OluKai is a Hawaiian shoe brand passionate about preserving native Hawaiian culture. Tapping into the cultural debate of Hawaiian pizza, which is not Hawaiian at all (it's Canadian), we'll use "Fake" Hawai'i to advocate for Real Hawai'i.

Spec work

Video
Phase 1

Generate buzz with a social media scrub.

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Phase 2

On International Hawaiian Pizza Day, we take a stand on the hot-topic debate—pineapple on pizza—by canceling it.

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Phase 3

See what happens.

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Phase 4

A week later, we bring back Hawaiian pizza and launch Pizza For Paradise limited-edition OluKai and Domino's Pizza merch.

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Limited-edition shoes & pizza boxes

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QR codes lead to a gag shop of totally practical, Hawaiian pizza-themed, shoe-related items for purchase.

 

Proceeds go to AmaOluKai, OluKai's nonprofit.

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Art Direction: Self, Van Leigh Armer
Copywriting: Kathryn Worrall
Animation & Edit: Self