Even though Domino’s recently redesigned their logo, that doesn’t mean all of the company’s old materials have to go to waste. The newest content from the pizzamaker and AOR CP+B showcases products built from recycled Domino’s materials like staff shirts, pizza boxes, and anything that incorporated the old logo. You can check out some of the “upcycled” gear on Pinterest – the above picture is just one example of the innovative user creations: an in-progress light fixture made of company signane and pizza boxes.

This project from CP+B is the latest in a consistent line of inventive campaigns that have helped build up some brand equity for Domino’s. We’ve covered a few of the efforts here – a consumer contest for the “Ultimate Delivery Vehicle,” a digital suggestion box called “Think Oven“, etc. All of the content has been very social and very original, allowing for customers to constantly engage with the pizza chain. Basically, Papa John ain’t got nothing on that.