DoorDash has launched its first major new brand platform in Australia, with The Monkeys, part of Accenture Interactive, titled 'Smash It'. As DoorDash continues to expand rapidly in the Australian market, this campaign aims to highlight the platform's ability to deliver everyday essentials to Australians at a moment's notice.

The 'Smash It' campaign introduces a fresh visual identity for DoorDash and focuses on the everyday challenges faced by Australians. It underscores the relief experienced when the items they need are delivered promptly by DoorDash. The campaign was directed by Trevor Clarence from Sweetshop and will be launched across a range of media channels including broadcast television, outdoor, online, radio, and social media.

"The brief was to champion the everyday, to highlight those ordinary moments when you need something the most and it’s not within reach. That amongst the chaos of daily life, there’s a sense of relief that you can get what you want and need at a moment’s notice all within one platform," said Natasha Aaron, Head of Marketing at DoorDash. This sentiment is echoed in the campaign's creative execution, which aims to make DoorDash a top-of-mind choice for consumers when they reach for their phones, she said.

"We worked really hard to create a campaign full of memorability, to help DoorDash be top of mind for consumers when they reach for their phones," added Ant Keogh, Chief Creative Officer at The Monkeys. The campaign's memorable moments are designed to resonate with consumers and reinforce DoorDash's commitment to delivering convenience and reliability.

The 'Smash It' campaign is a collaborative effort between several agencies and production companies. Alongside DoorDash and The Monkeys, the campaign credits include Wavemaker (Media Agency), Sweetshop (Production Company), ARC EDIT (Post Production), Rumble Studios (Music & Sound), and The Kitchen (Photography Production Company).