Domino's - New year's day

BRIEF:

Domino's biggest sales day of the year is New Year's Day, so how can we own the conversation?.

IDEA:

We created the first changing Snapchat filter, to helped people express their New Year's Day snaps with pizza!

Running nationwide from the moment the clock struck midnight to the midnight the next day and changing to reflect the time of day and how you might be feeling. 

We also released the filters as a gif series so people could share them on other platforms too, which ended up being featured on the front page of Giphy!