DoorDash DashPass

How can we get people to sign up for a delivery subscription? For the Young Ones 2022, the goal was to create a campaign for DoorDash’s premium service, DashPass. Part of it involved creating an added dimension to the subscription that would incentivize customers to sign up for it.

We decided to create a Secret Menu, a feature that would allow DashPass subscribers to order crazy menu items from their favorite restaurants that no one else can order. Here is what we did to advertise it.

Concept by Alberto Aizenman and Charles Fuss

Art designed by Charles Fuss