[Provided by Domino's Pizza]
[Provided by Domino's Pizza]

Domino's Pizza announced Monday the launch of a new brand campaign featuring RESCENE, the girl group serving as its exclusive brand model.

The company first teamed up with RESCENE in July to release a TV commercial for its Mujinjang Shrimp Steak Pizza. The video surpassed 160 million cumulative views on YouTube across both landscape and vertical formats. The new campaign marks the pair's second collaboration.

The campaign plays on the first syllable of "DOMINO" — "DO" — to deliver the messages "Let's do everything we want to do" and "If you like it, just do it — that's who you are." The video captures each RESCENE member enjoying her personal hobbies and her favorite Domino's pizza in her own way.

Domino's Pizza also plans to release short-form videos that blend each member's individual personality with wordplay and internet memes.

"This new brand campaign cheerfully weaves the message of 'doing everything you want to do' into RESCENE's signature bright and positive energy," a Domino's Pizza official said.


andy@heraldcorp.com