Families discover the door to more with DoorDash
The national film, OOH, digital and social campaign, from GUT Miami, called Hay DoorDash En La Casa, reimagines a universal Hispanic experience.
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DoorDash launched Hay DoorDash En La Casa, a national, multicultural campaign showing Hispanic Millennials and GenZers that with DoorDash you don’t always have to cook to enjoy a meal at home with your people.
With an anthem film and three vibrant OOH ads, the campaign celebrates and inverts a common Hispanic experience: you’re out with your parent or partner and ask to stop for food. They respond with the dreaded refrain “hay comida en la casa,” translating to “there’s food at home.” But now, DoorDash shows adventurous eaters they can bring all their favourite local restaurants into la casa with ease. The campaign is the first work for DoorDash from GUT Miami, which marks the expansion of the relationship within the GUT network, adding to the existing partnership with GUT Los Angeles.
The work features contributions from a variety of Latino artists, filmmakers, and creators to imbue authenticity throughout touch points. The film was created with Rafael López Saubidet and Augusto Giménez Zapiola of The Argentines, a collective of directors hailing from Buenos Aires. It lovingly captures an emotional depiction of this universal Hispanic experience, the disappointment of hearing “hay comida en la casa” countered by the moment of celebration when kids realise that “la comida” was actually a DoorDash order.
Credits
powered by
- Agency GUT/Miami
- Production Company Chirp Films
- Director The Argentines
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Credits
powered by
- Agency GUT/Miami
- Production Company Chirp Films
- Director The Argentines
- Editing Cosmo Street/New York
- VFX Cosmo Street/New York
- Color Moving Forward Studios
- Music, Sound Design & Mix Co Animal Music/USA
- Brand
- Executive Creative Director Mariota Essery
- Group Creative Director Rafael Segri
- Chief Creative Officer Juan Javier Pena Plaza
- Executive Creative Director Dean Paradise
- Creative Director Alexander Allen
- Creative Director Andy Tamayo
- Art Director Scarlett Maestre
- Copywriter Caroline Webster
- Head of Production (HP) Renata Neumann
- Executive Producer John Malina
- Executive Producer Breigh Sutherland
- Producer Pablo Pytlowany
- DP Danny Hiele
- Editor Andrew Corrales
- VFX Supervisor Nico Cragnolino
- Executive Producer Idalia Deshon
- Producer Edwina Lantigua
- Executive Producer Leo Lovera
- Colorist Oscar Martinez Asencio
- Executive Producer Alberto Farinas
Credits
powered by
- Agency GUT/Miami
- Production Company Chirp Films
- Director The Argentines
- Editing Cosmo Street/New York
- VFX Cosmo Street/New York
- Color Moving Forward Studios
- Music, Sound Design & Mix Co Animal Music/USA
- Brand
- Executive Creative Director Mariota Essery
- Group Creative Director Rafael Segri
- Chief Creative Officer Juan Javier Pena Plaza
- Executive Creative Director Dean Paradise
- Creative Director Alexander Allen
- Creative Director Andy Tamayo
- Art Director Scarlett Maestre
- Copywriter Caroline Webster
- Head of Production (HP) Renata Neumann
- Executive Producer John Malina
- Executive Producer Breigh Sutherland
- Producer Pablo Pytlowany
- DP Danny Hiele
- Editor Andrew Corrales
- VFX Supervisor Nico Cragnolino
- Executive Producer Idalia Deshon
- Producer Edwina Lantigua
- Executive Producer Leo Lovera
- Colorist Oscar Martinez Asencio
- Executive Producer Alberto Farinas
The three distinct OOH ads were created in partnership with GUT-curated artists by Black Madre, a versatile illustration studio from Brazil that ranges from realism to bold and graphic illustrations and typography. The designs use rich, Hispanic patterns sprinkled with different foods. GUT, in partnership with Black Madre and the artists, collaborated on the construction of the portraits, lettering, and final equalisation and composition. The Hispanic artists are: Gina Rosas Moncada, a Colombian Illustrator, Printmaker and Graphic Designer; Caribay Benavides, a Venezuelan freelance illustrator; and Chelsy Escalona, a visual artist from Cuba.
“The Hispanic community is an integral part of the DoorDash community and we know that many can relate to this insight of your parents telling you there’s food at home when you’re really craving something else,” said Eli Vélez, DoorDash Managing Director for Partner Agencies and Superette. “By partnering with a range of talented Hispanic creators, we’re able to authentically capture this universal experience, the power of family dinner and the joy of sharing a meal together. This campaign is a testament to DoorDash’s selection for any taste, family and moment.”
“Our goal was to dial up the childhood nostalgia. US Hispanic consumers can almost universally relate to the little girl riding in the back seat and wanting something out of the ordinary for dinner, only to be told there’s food at home,” said Juan Javier Peña, GUT Chief Creative Officer, North America. “Family dinners are an important part of their lives, so we wanted the work to resonate across generations and show how DoorDash can help busy families make the everyday experience of enjoying a meal together a special moment.”
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