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.

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.

The monument served as an excuse for us to develop 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 fed all the brand's channels with its evolution.

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.