DoorDash and DDB Sydney bring delivery bags to life in bold new brand platform

DoorDash has unveiled its most ambitious Australian campaign to date, marking a creative turning point for the brand as it looks to reposition itself beyond food delivery and into the broader on-demand convenience space.

Developed in partnership with DDB Sydney and media agency Wavemaker, the campaign introduces a new brand world populated by a cast of chatty, animatronic delivery bags - each with its own personality and perspective on the weird and wonderful things Aussies are ordering to their doors.

The work is the first major output since DDB Sydney was appointed earlier this year, and signals a shift in tone and ambition for the brand locally. While DoorDash’s global positioning, Your Door to More, remains intact, the new platform adapts it for the Australian market with a challenger spirit - one that leans into humour, honesty and cultural relevance to provoke a reappraisal of the category.

“This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia,” Madison Westall, head of brand, DoorDash ANZ, said. “We’re no longer just a food delivery app - we’re here to change how Aussies think about getting everyday things done.”

Westall said the new platform was designed to be “branded wall-to-wall” and built for distinction, with the goal of broadening consumer perceptions of what DoorDash can deliver - from groceries and retail to unexpected essentials - while giving customers “time back for what matters”.

The campaign spans 13 films directed by Cannes Grand Prix winner Jeff Low and features in-camera puppetry rather than animation, a deliberate creative choice that adds texture and charm to the characters. The bags, fitted with expressive eyes and voiced with dry wit, engage in small talk about their contents, new retail partnerships, and the quirks of Australian delivery culture.

“We brought the bags to life through in-camera puppetry because, like us, they’re imperfect and a little rough around the edges,” Samuel Raftl, creative director at DDB Sydney, said.

“It’s their bag-shaped view of the world that makes them endearing - and their mindless small talk so oddly fascinating.”

Tom Lawrence, creative director at DDB Sydney, added: “The chance to relaunch a brand with a client who really believes in the power of creativity is a rare opportunity. It’s been a serious pleasure crafting this work — right down to agonising over the decision to use a steel drum cover of 50 Cent’s P.I.M.P..”

The campaign launches across film, out-of-home, audio, digital and social, with DoorDash’s new delivery bags set to become a recurring presence in the brand’s communications.

Matt Chandler, chief creative officer at DDB Sydney, said the work was just the beginning of a long-term platform.

“This first work is the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with - even though they’re, you know… delivery bags.”