IDEA
Before New Year, people in Moscow are overwhelmed by the pressure of taking care of everyone else. At the same time, exhaustion quietly turns into automatic consumption
CARESELF — a pizza brand that refuses to deliver until users take care of themselves first. Instead of making ordering faster and easier, Dodo Pizza interrupted the consumption loop with an AI-powered emotional check-in experience
When users attempted to place an order in the Dodo Pizza app during the New Year period, the interface interrupted the delivery flow. The ordering screen transformed into an AI conversation experience.
Before completing their order, users were invited to share their victories, losses, burnout, and emotional state.
RESULTS
123M+ views
High emotional interaction with the experience
AWARDS
Digital Star Proxima Awards
1st Place of the Spec Commercial (2025)
CARESELF — a pizza brand that refuses to deliver until users take care of themselves first. Instead of making ordering faster and easier, Dodo Pizza interrupted the consumption loop with an AI-powered emotional check-in experience
When users attempted to place an order in the Dodo Pizza app during the New Year period, the interface interrupted the delivery flow. The ordering screen transformed into an AI conversation experience.
Before completing their order, users were invited to share their victories, losses, burnout, and emotional state.
RESULTS
123M+ views
High emotional interaction with the experience
AWARDS
Digital Star Proxima Awards
1st Place of the Spec Commercial (2025)
