DoorDash: Replacing Kiwi with Klvvl

Replacing the words we can say to look like those we can't.

DoorDash is supporting the supporters, all 5 million Kiwi sports fans, by offering $1 deals every time NZ wins a medal. But there are strict branding guidelines surrounding the games we can’t name.

So we created an OOH campaign to give the impression of breaking the rules. Even though we didn't.

There are certain words we’re not allowed to say, so we created words that resembled them – and redacted ourselves with big bold censor strips. When challenged about using words in breach of the NZOC advertising rules, we revealed that we’d actually followed all the rules to the letter, creating even more talkability around the DoorDash deal.