Rescue-A-Meal by DashPass
Concept development, campaign identity, and storytelling across social, digital, out-of-home, and experiential platforms.
Concept development, campaign identity, and storytelling across social, digital, out-of-home, and experiential platforms.
Client: DoorDash (The Young Ones 2022 brief)
Art Director: Genaldri Tjahjadi
Copywriter: Hanako Suzuki
Sound Designer: Sekayi Williams
Creative Director: Gerardo Blumenkrantz, Nancy Tag
Rescue‑A‑Meal turned leftover food into a gourmet experience. This DashPass-exclusive campaign reimagined food waste as an urgent, rewarding opportunity. Utilizing retro game mechanics, bold visuals, and a celebrity chef's omakase pop-up to reframe sustainability as a thrill, not a chore.
Users could “rescue” discounted meals before they expired, unlocking limited-time rewards through a gamified in-app experience. Every element, from countdown clocks to arcade-inspired typography, reinforced the message: food rescue isn’t a burden, it’s a flex. The experience culminated in pop-up omakase dinners in New York, Chicago, and LA, where top chefs transformed scraps into fine dining. Rescue‑A‑Meal earned a Silver Pencil and sparked a fresh cultural take on sustainability.
The Young Ones
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2022
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Silver Pencil, Integrated Campaign
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The Young Ones ✱ 2022 ✱ Silver Pencil, Integrated Campaign ✱
The Rescue-A-Meal: Omakase Experience.
To elevate the Rescue-A-Meal concept, DoorDash partnered with celebrity chefs for a series of exclusive Omakase pop-up restaurants across New York, Chicago, and Los Angeles. Culinary icons like Bobby Flay, Carla Hall, and David Chang reimagined local restaurant scraps into multi-course tasting menus—served only to DashPass members.
This activation was designed to do more than raise awareness. It aimed to challenge and shift cultural perceptions around food waste. By showcasing the creative potential of leftovers in a high-end, chef-driven format, the experience positioned Rescue-A-Meal not just as a perk, but as a movement. The goal was to transform "leftovers" from a last resort into a first choice—and prove that sustainability can be both delicious and desirable.
The campaign successfully turned food rescue into a playful, purpose-driven experience. Though speculative, the idea resonated widely and was recognized with a Silver Pencil at The One Club’s Young Ones Awards. More than just a promotional concept, Rescue-A-Meal became a storytelling platform with real-world potential. It reframed leftovers as high-value experiences and elevated the role of delivery apps in fighting waste. By combining urgency, delight, and ethical impact, the work showed that sustainability doesn’t have to be solemn—it can be fast, fun, and full of flavor.