Date: Jun 2016
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Domino’s Pizza and Geometry Global brought about Russia’s first project aimed at helping and protecting the country’s birds. ‘House of Crust’ saw Domino’s deliver their pizzas in a special box that easily transformed into a bird feeder throughout the height of winter.

Russian winters can be notoriously harsh with temperatures dropping to -30 degrees centigrade and 20 inches of snow on the ground. Although the birds are resilient, they struggle in these extreme conditions and if they don’t feed within the six hours of daylight, they will die overnight. When they run out of food reserves the snow makes it difficult to refill them and they are in dire need of any leftover food: for example, discarded pizza crusts.

Together with Geometry Global, Domino’s Pizza created a simple and functional solution - a pizza box which can be easily transformed into a bird feeder to store the pizza crust leftovers. A Domino’s pizza is ordered every second in Russia and so the company held the key to helping the birds. As well as an eye-catching design, the pizza box has a simple folding mechanism which enables customers to hook it to a tree.

Credits

Creative: Lau Geckler, Howard Smiedt, Oleg Tumanov, Anastasia Bukhonkina. Andrey Mousin, Artem Borovik, Anna Gusakova, Irina Makarova, Elizaveta Smirnova, Mikhail Bulgakov, Nikita Divaev, Dmitry Evstropov, Vladimir Blagiy, Artur Borisov, Anna Pelipas, Alexandra Istratova

Additional Credits: Packaging partner: DDVB - Leonid Feigin, Alexandr Kovalenko, Konstantin Glukhov, Maria Arhangelskaya

PR Partner: PRT - Andrey Chernovsky, Artem Davydov, Anastasia Dronova, Irina Ivanchenko, Artem Buhaev

Production Partner: Virtu - Vladimir Itkin, Andrey Tikhonov, Mikhail Feduleev, Irina Platonova

Production: Evdokiya Gasumyan, Ulia Kuznetsova, Ivan Tolokonnokov aka psypad, Vitaly Bagov, Alena Koukushkina, Sergey Rudzevich