Domino’s Pizza and Geometry Global launched Russia’s first project aimed at helping and protecting the country’s birds. “House of Crust” transformed Domino’s pizza boxes into bird feeders, providing support throughout the height of winter.
June 2017 / Cannes Lions
Domino’s Pizza – House of crust
Product Design Lions & PR Lions – Nomination
May 2016 / Publications
Domino’s Pizza – House of crust
Ads of the World / The Drum / Ads of Brands
Russian winters can be notoriously harsh, with temperatures dropping to -30°C and 20 inches of snow on the ground. Although birds are resilient, they struggle in these extreme conditions — if they don’t feed within the six hours of daylight, they risk dying overnight. When food reserves run out, the snow makes it difficult to refill, leaving birds in dire need of any leftover food, including discarded pizza crusts.
Together with Geometry Global, Domino’s Pizza created a simple and functional solution — a pizza box that easily transforms into a bird feeder to store leftover crusts. With a Domino’s pizza ordered every second in Russia, the company had the perfect opportunity to help the birds. The box combines eye-catching design with a simple folding mechanism, allowing customers to hook it to a tree effortlessly.
Advertising Agency: Geometry Global Moscow, Russia. Chief Executive Officer: Lau Geckler. Chief Creative Officer: Howard Smiedt. Executive Creative Director: Oleg Tumanov. Head of Art: Anastasia Bukhonkina. Creative Director: Dmitry Evstropov. Account Directors: Anna Gusakova, Irina Makarova. Senior Art Director: Andrey Mousin. Copywriter: Artem Borovik. Art Director : Vitaly Bagov. Producer: Nikita Divaeev. 3D Designer: Vladimir Blagiy. Senior Account Managers: Alexey Kostenko , Elizaveta Smirnova, Mikhail Bulgakov. Illustrator: Alexandra Istratova. Traffic Director: Anna Pelipas. Digital Art Director: Tatiana Kuhl. Illustrator: Evdokiya Gasumyan. Lettering : Ulia Kuznetsova. Stage Director: Alena Koukushkina.