FunnyHow, the Portuguese creative agency, is behind Domino’s latest campaign, an initiative built around a simple truth: during a FIFA World Cup match, nobody wants to take their eyes off the screen.
For many Portuguese consumers, football and pizza are an inseparable combination. However, there is one problem every fan knows all too well: the doorbell always seems to ring at the worst possible moment. A goal, a penalty, a spectacular save or a decisive play can happen precisely when the delivery arrives.
This insight inspired “The Apology”, a campaign created by FunnyHow for Domino’s social media channels that acknowledges a simple reality: no one wants to miss a crucial moment of the game because their pizza has arrived. Rather than ignoring the issue, Domino’s decided to own it.
During FIFA World Cup matches, orders are delivered with a special “Apology” sticker. Consumers who share an Instagram Story featuring the sticker receive a direct message from the brand containing a unique code that can be redeemed for a free pizza on a future order.
According to André Leite, Creative Director at FunnyHow, “The best advertising often comes from small everyday truths. In this case, we started with a situation that every football fan instantly recognises. Domino’s is part of the experience of watching a match at home, but it can also be responsible for interrupting an important moment. Instead of hiding from that fact, we created a campaign in which the brand takes responsibility and apologises.”
The initiative encourages consumers to actively engage with the campaign mechanic, transforming a potential point of friction in the delivery experience into a positive interaction with the brand.
With this campaign, FunnyHow reinforces its commitment to ideas rooted in real consumer behaviour and cultural insights, demonstrating how a simple observation can be transformed into a relevant, participatory activation that resonates with the emotional context of football.
