Recycling that's better than pizza for breakfast
What an effective and creative way to draw attention to a rebranding! Domino's Pizza in the US (in association with their ad agency Crispin Porter + Bogusky) have launched SecondHandLogos.com, which allows artists to upcycle old branded material into unique artwork.
On their site, which is also a Pinterest page to encourage sharing, you can find out more about the artists involved, the process, buy the artworks and (most importantly for the brand) see the new logo.
My favourites include old pizza boxes:
And old advertising:
Say what you will about their pizza (give me woodfired Italian any day!) but it's a great campaign to drive awareness and give their old brand some throwback value. And apparently they aren't taking a cut of the artists' profit, which is also a great thing.