DoorDash
Creative system
In 2025, DDB (now BBDO) was appointed the DoorDash Australia business following a competitive pitch process. As is not typically the case, most of what we initially recommended made it to market.
A sharpened role in the face of overwhelmingly powerful competition, a shift to a new target segment, and a creative system that knowingly bucked category conventions – confident decisions that helped redefine DoorDash as fresh, original and meaningful. All while aligning with a stringent global brand system.
Central to our success was the introduction of the DoorDash ‘Bags’ characters. The simplest possible visual shortcut for the business - but one giving endless creative flexibility and with the ability to be used inventively in any environment.
