Description
Today, 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 favorite 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 touchpoints. 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 realize that “la comida” was actually a DoorDash order.
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 equalization 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.”
Distribution for the campaign includes:
National TV and OTT
National and LA-focused digital and social media
Streaming audio in LA
Shared Mail in LA, Miami, and Houston
OOH launching in LA and expanding to Miami and Houston in 2025
This professional campaign titled 'Hay DoorDash En La Casa' was published in United States in November, 2024. It was created for the brand: DoorDash, by ad agency: GUT. This Integrated medium campaign is related to the Delivery Services industry and contains 7 media assets. It was submitted 3 months ago.
Credits
Client: DoorDash
Kofi Amoo-Gottfried - Chief Marketing Officer
Renaldo Chapman - Vice President, Brand & Creative
Mariota Essery - Executive Creative Director
Rafael Segri - Group Creative Director
Eli Velez - Managing Director
Alissa Sheely - Business Lead, Consumer
Adriel Teles - Head of Design / Marketing
Arika Kogan - Brand Supervisor
Gina Igwe - Head of Integrated Consumer Marketing
Pete Sergel - Head of Marketplace Integrated Marketing
Alyssa Breen - Senior Marketing Manager
Evelyn Lopez Mendoza - Director, Consumer Performance
Devon Ngai - Growth Marketing Manager
Adam Ornelas - Sr. Manager Influencer and Content
Kelsey Blodget - Sr. Manager Consumer Content Marketing
Patrick Comeau - Manger, Social Marketing
Emery Barnes - Manger, Social Marketing
Media: Wavemaker
Brad Backenstose - Client President
Caroline Tran - Managing Partner, Group Director
Ainsley Burton - Director, Planning
Khaile Forbes - Associate Director, Planning
Despina Kiskinis - Associate Director, Digital Investment
Sam Lee - Manager, Digital Investment
Cait Fuoco - Investment Lead
Lucas Vaughan - Associate Director, Partnerships & Content
Maggie Jones - Experiential Lead
Ben D’Aurizio - Manager, Content Marketing
Ali Luchetti - Associate Director, OOH
Brianna Quadrozzi - Account Executive, OOH
Agency: GUT
Gastón Bigio - Founder & Creative Chairman
Anselmo Ramos - Founder & Creative Chairman
Andrea Díquez - Global CEO
Fernando Ribeiro - Global CSO
Carmen Rodríguez - Global CGO
Agustina Garavilla - Global Head of Operations & Culture
Christine Prins - Global Chief Communications Officer
Juan Javier Peña - CCO, Miami
Sandra Alfaro - US CEO / Managing Director
Dean Paradise - Executive Creative Director
Alexander Allen - Creative Director
Andy Tamayo - Creative Director
Scarlett Maestre - Senior Art Director
Caroline Webster - Senior Copywriter
Monique Beauchamp Estrella - Group Account Director
Valeria Mantica - Account Director
Melissa Rodriguez - Account Supervisor
Yanina Drosi - Senior Project Manager
Natalia Davila - Head of Strategy
Meghan Stephens - Group Strategy Director
Pedro Porto - Chief Content Officer, North America
Nayri Kodazian - Director, Influencer Strategy
Vicki Arguelles - Content Strategist
Dani Pinzon - Community Manager
Renata Neumann - Head of Production, North America
Stephanie Schmalbach - Senior Producer
Alie Coolidge - Communications Director, North America
OOH: BLACK MADRE
Producer: Black Madre
André Maciel - Creative Director
Tina Castro - Executive Director
Camila Holzmann – Executive Account
Le Alves - Head of Planning
Laryssa Andrade - Head of Production
Karla Milkem - Production
Felipe Ribs - Production
Leo Soares - Illustration Coordinator
Diego Abreu - Illustrator
Pedro Gabriel - Illustrator
Ribeiro - Lettering
Chelsy Escalona - Illustrator for Patterns
Gina Rosas - Illustrator for Patterns
Caribay Benavides - Illustrator for Patterns
Production
Film - Production and Post
Chirp Films - Production Co.
The Argentines - Directors
Augusto Zapiola
Rafael Lopez Saubidet
Danny Hiele - Director of Photography
John Malina - EP
Breigh Sutherland - EP
Pablo Pytlowany - Producer
Editorial and VFX
Cosmo Street - Editorial Company and FVX
Andrew Corrales - Editor
Cole Conci - Assistant Editor
Nico Cragnolino - VFX Supervisor
Tina Evanow Wolske - HOP
Idalia Deshon - EP
Edwina Lantigua - Producer
Color Company
Moving Forward - Color Company
Leo Lovera - EP
Martinez - Colorist
Music and Sound Design
Animal Music - Music, Sound Design & Mix Co.
Alberto Farinas - EP