DoorDash and Wieden+Kennedy pulled off one of the most unique Super Bowl stunts in the game’s history.
The pair used the delivery service’s Super Bowl ad to display a giant promo code, while adjusting on the fly to give away a prize from every national ad that aired in Super Bowl 2024.
The resulting campaign led the agency-client duo to one of the buzziest campaigns of the night and, among other benchmark-stomping results, the brand captured 8 million email addresses. In Cannes, the titanium jury awarded it the festival’s top prize: the Dan Wieden Titanium Grand Prix.
DoorDash CMO Kofi Amoo-Gottfried and Wieden+Kennedy Portland president Jason White represented their companies to make their case to the jury. The duo—longtime friends who both worked at W+K for short time in the mid-2000s—gave ADWEEK a look at their deck and tips on how to build a presentation that can win over a jury of the industry’s top creative minds to snag Titanium.
Rethinking what’s possible
The spirit of the award is rethinking what’s possible, and that’s the framing White and Amoo-Gottfried used to explain all the challenges they faced. It allowed them to simplify the conversation around that idea.
“That’s actually what we were trying to accomplish at DoorDash with this entire campaign, and with this evolution that our business is in, we’re getting you to rethink what’s possible with DoorDash,” Amoo-Gottfried said.
Build an outline, not a deck initially
W+K and DoorDash did not heavily script their presentation before Cannes. The teams worked on a loose outline—just an email, not a deck—for them to build around.
“Jason and I were like, ‘It’s good, but it probably could be better.’ And I threw out some ideas. Jason hated all of them,” Amoo-Gottfried joked.
White gives credit to their teams, who “obsessed over the right narrative,” which was to ultimately tell the story of showing how they conquered the Super Bowl with a product demo (that naturally still had to be entertaining).
