Tribute Monument

Video games have been saddled with all sorts of negative labels: violent behavior, socialization problems for minors, addiction, and much more. We decided that instead of just throwing a party, we should go a step further. We wanted Domino's to champion the entire gaming community in the face of a society that still views them with suspicion. That's how the idea arose to create a true monument to gaming and gamers, and to tell their story through it.

IDEA:
We created Domino's Tribute, a monument over 3 meters tall in the style of the Tower of Babel, but in its most technological version. This monument celebrates all the achievements of gaming in Spain from the 80s to the present day, made up of all the devices that have accompanied us over the years, as well as milestones, historical objects, and much more. This monument was unveiled to the public in Callao in November and from there became part of Spain's first video game museum: the OXO Museum.

INTEGRATED CAMPAIGN
The monument served as a springboard for a year-long communication strategy for the brand. We created a launch video for the project at the start of its construction and, from then on, we updated all the brand's channels with its progress.

The streamers invited to participate created all kinds of content on their channels to tell their personal stories. A large event was held in Callao to unveil the monument to the public. This was followed by a public relations campaign to announce that the monument would become part of the OXO Museum.

PRODUCTION
Just as creating a historical monument has always required sculptors and architects, we needed an innovative artist, capable of combining art, innovation, technology and data.

The commission went to Domestic Data Streamers, a collective of artists specializing in communicating through data visualization. More than 500 devices were used in the creation of the artwork. Different screens from all eras, from the 1980s to the present day, displayed all the milestones in the history of gaming, both internationally and locally.
The monument was divided into large vertical blocks, each telling the story of a generation within the video game universe.

In addition, key industry players were invited to donate items related to their most beloved video games—items that also tell their own stories. The LVP professional league donated one of its most cherished trophies, while the Giants esports team donated one of its iconic cushions. Several well-known streamers, such as Illojuan and Willyrex, donated items from their private collections and shared their personal stories with the world via Twitch. The donated items were placed in special display cases throughout the monument.