That’s what its all about with our new campaign for our client Domino’s. I like it when I get to talk bout stuff we do but a lot of times it is such a cool thing that its way way bigger than the execution or even the “idea.” This isn’t an idea it is just the truth, out there. We went out and made some truth. So what I’m heralding is that it happened in the first place.

I’m personally proud for Domino’s for themselves saying they wanted to make dramatic improvements to their pizza (since I already loved it as is). And then when they promoted it they decided that they would admit— nay, bellow— that they did it to counter what they perceived as an actual need to make their pizza better. Because their pizza works, its sells, but they had heard enough that it wasn’t up to snuff so they dug in and made it better.

What you’re supposed to do when you do that is just softly admit to it, right? Promote (advertise) it as some sort of fortuitous semi-accident.

For a brand to show this commitment and resolve to being open about their culture and product is inspiring and awesome. Our relationship with Domino’s has been really cool. I think we’ve discovered a pretty aggressive culture there and I’m very proud of that.

Here’s the site (CPB made) that hosts and will continue to host the story: http://www.pizzaturnaround.com/

And the link to the just-today launched docu-vid below, and as far as the making goes: special thanks to the CPB team, the incomparable Henry-Alex Rubin and his producer phenom Drew Santarsiero, and the hopefully very proud world that is Domino’s Pizza.