When we won the Domino’s mandate for the MENA region to handle its partnership with the Mega EXPO 2020 event, the objective was to drive awareness of Domino’s through its association with Expo. Use this partnership as a springboard to create its first brand campaign and other promotional initiatives. But the challenge was to find a value proposition that applies to both – Domino’s and Expo.

‘Togetherness’ as an idea is something that is baked in the very dough of the product. There aren’t many food products that has the pull factor to create a huddle around it. The product is a community table unto itself. And Domino’s hopes that when such a core human concept that is common across the world is communicated so by one of the largest pizza chains in the world, it will find acceptance with people, just like with its pizzas.

In the times that we live in ‘Togetherness’ is a concept we would like to cherish now more than ever. The idea is born from the simple human insight that human beings are social beings and the one glue that binds them together is ‘Togetherness’. Right from the smallest unit called the family to the largest gathering, like the Expo.