Last week, British Airways launched a pretty brilliant digital billboard titled “Look Up” that features a child pointing to a BA flight in the sky in real time. This week, Domino’s launched an equally clever parody campaign it’s calling “Look Down.”
First, take a look at the BA ad in London’s Picadilly Circus:
Pretty cool, right?
Domino’s liked it, too, and created a similar campaign, which you can see in the video below:
The #lookdown hashtag is a direct spoof of BA’s #lookup. Just as the British Airways billboard displays current flight info, the message on the Domino’s sign updates with new information about the pizza on its way to a customer.
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Nick Dutch, head of Domino’s digital in the UK, had this to say in the company’s press release:
[The campaign is] a fantastic chance for Domino’s Pizza to recapture the fun and passion that’s at the core of everything we do. I’m delighted with the results and think people will really respond to the light hearted humour at the heart of this creative idea.