The brief
Back-to-school is a massive consumer spending event – second only to the winter holidays – where it’s estimated that consumers spend roughly $111B from July-September. At the center of this, are millennial parents who are very stressed during this time. While big box retailers generally dominate the arena, the convenience of DoorDash, coupled with it's growing retail and grocery categories, uniquely positioned the company to own a piece of back-to-school market share. The goal of this campaign is to make DoorDash the ultimate, all-in-one tool for millennial parents combating the Chaos of Back to School.
The perfect pairings
DoorDash offers a convenient delivery to every back to school need. We deliver the paper for your pencils, the peanut butter for your jelly, the ziploc bags for your bread. Throughout this campaign we use simple graphics, bold colors, and photography to speak to the immediacy of our product offering, as well as create a visually fresh and exciting treatment for the traditional back-to-school products.
Graphics
We created a custom set of graphics for the campaign, which serve as the unique backdrop for each of the featured products. Our approach is that each of these relates to and sets the stage for the featured product.
Visual identity
We created a detailed set of brand guidelines to help guide our agency partners as they created large sets of assets for the campaign.
Photography
We collaborated with photographer Jeff Westbrook to shoot each of the products featured in the campaign. Our overall approach was to capture the products directly from the side or from the top, driving home our message of organization. The angles were to be simple, as if looking directly at the product - emphasizing the contour, texture, shine, and detail of the products in a dynamic way.
