DoorDash Canada HoliDifferently Holiday Season | Clapboard

HoliDifferently

Description

In 2023, DoorDash Canada introduced HoliDifferently, an integrated campaign crafted by Zulu Alpha Kilo to reimagine the holiday season for its customers by encouraging them to break free from traditional holiday expectations. Launching at Thanksgiving, this platform celebrates the unconventional moments that many Canadians experience during the holidays—those quirky, often overlooked occasions enhanced by the convenience and variety offered through DoorDash’s delivery service. The campaign’s tone is cheeky and irreverent, embracing the love-hate relationship many feel with the holidays, balancing the pressures and obligations against the small, magical moments that bring joy. HoliDifferently features a 30-second hero spot supported by five 15-second cuts in both English and French, spotlighting diverse holiday moments such as Post-Halloween Antacid Day, Party Season Hermit Days, Last-Minute Gift Days, and Resolution Amnesia Day. Each vignette centers on a relatable DoorDash customer, with visually striking locked-off shots enriched by vibrant color palettes and stylistic production design that reflect the playful spirit of the campaign. The seamless scrolling transitions between scenes cleverly mirror the DoorDash app experience, integrating the user’s journey with the storytelling. Zulu Alpha Kilo not only developed the video and audio production but also created HoliDifferently templates deployed in-app and through CRM channels, ensuring a consistent brand experience across touchpoints. Adding to the campaign’s immersive quality, animated out-of-home (OOH) boards were produced in collaboration with Fort York, transforming holiday storefront windows into dynamic 3D displays that brought concepts like Party Season Hermit Days and Last-Minute Gift Days to life. These placements, managed by Wavemaker in partnership with FrontRunner Technologies, debuted in November in major Canadian markets including Toronto, Vancouver, and Montreal, amplifying DoorDash’s message of holiday ease and personalization with a 25% off promotion that invites consumers to toss tradition aside and celebrate the season HoliDifferently.

Credits

Client

DoorDash Canada

Agency

Zulu Alpha Kilo

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Campaign Proposition

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