Not one, but seven.

The brand aimed to educate customers about its range of crust options to promote the new "Double Melt Pizza" by Domino's. Many loyal customers were unaware of these options, which led them to consider alternatives. The strategy involved reintroducing the crusts to raise awareness and boost sales by highlighting their appealing qualities.

Domino's offers seven different crusts, which we simplified into three main categories with sub-options (the original crust and the original stuffed crust). We also matched each crust's unique characteristics with specific human traits to engage customers more effectively. To enhance the campaign, we collaborated with renowned Saudi comedian Ziad Al Omari to create seven humorous promotional messages titled "The Seven Crusts."