DoorDash gives delivery bags a voice in new campaign with DDB Sydney

Australia – DoorDash has unveiled its largest Australian marketing campaign to date, introducing a new creative platform developed with DDB Sydney. The work features a series of films fronted by animatronic delivery bags, used to represent the range of goods available through the service.

The campaign follows DoorDash’s appointment of DDB Sydney earlier this year, with the brief to adapt the company’s global positioning, ‘Your Door to More’, for the Australian market. The result is a platform intended to bring humour and personality to the brand, while highlighting its partnerships with local retailers and grocers.

“This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia. We’re no longer just a food delivery app: we’re here to change how Aussies think about getting everyday things done,” said Madison Westall,  head of brand, DoorDash ANZ.

Madison continued by stating that the new platform is intentionally branded and built to ‘drive distinction, differentiation, and a few laughs’.

“We’ve outgrown dinner – this is about showing up for our customers by broadening what they can access on-demand, and giving them time back for what matters,” added Madison.

“The chance to relaunch a brand with a client who really believes in the power of creativity is a rare opportunity, and one we didn’t take lightly. It has been a serious pleasure crafting this work, right down to agonising over the – surely right – decision to choose a steel drum cover band’s rendition of 50 Cent’s P.I.M.P.,” said Tom Lawrence, creative director at DDB Sydney.

“We brought the bags to life through in-camera puppetry rather than animation because, like us, they’re imperfect, and a little rough around the edges. We think it’s their limited, bag-shaped view of the world that makes them endearing…and their mindless small talk so oddly fascinating,” added Samuel Raftl, creative director at DDB Sydney.

On the other hand, Matt Chandler, chief creative officer at DDB Sydney, added, “We couldn’t be more excited to join forces with DoorDash. They’re a brilliant team; genuinely great people, leading an iconic global brand loaded with the kind of ambition and potential that we get out of bed in the morning for.”

Matt continued, “This first work is the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with, even though they’re, you know…delivery bags.”

Moreover, the campaign spans 13 films directed by 2025 Cannes Grand Prix winner Jeff Low, created with animatronic puppeteers on location in Australia. The delivery bags are depicted with expressive ‘eyes’, commenting on their deliveries and the variety of goods transported.

The campaign will run across film, outdoor, audio, digital, and social channels in the coming months.