Potholes in roads can do damage to the pizza being delivered to you by car. Precisely because of that, Domino’s decided to pave roads for the sake of the safe arrival of their pizzas to the consumers. What a great idea – for all people involved.

Rafael Segri & Kiko Mattoso: “It’s great when a brand manages to do a fun and interactive idea that engages consumers by doing something good not only for their own stomachs but also for their community. It makes the idea more memorable and, apart from that, everyone benefits from a smooth road. One interesting thing about this campaign is that the mayors of the towns whose roads are being ‘pizza-paved’ let the idea really happen, because they could have said, like: ‘No, stay off my roads.’ But they didn’t.”