Domino’s Pizza newest campaign asks users to design a delivery vehicle that not only looks great, but is also able to efficiently maintain the temperature of the food. The Ultimate Delivery Vehicle Project is a collaboration with the open-source car company Local Motors that is open to all fans in the U.S.

The first phase of the campaign will ask fans to submit concept sketches and renderings of the ideal pizza truck that stands out from the rest. Not only will the most innovative idea win $10,000, but will have the car made into a prototype.

Tony Calcao, Executive Creative Director of Domino’s ad agency Crispin Porter + Bogusky, said “The task is huge. It’s a vehicle. It’s not a name of a product that can change or be removed or added from a menu. It’s an unprecedented idea and, we hope, and unprecedented vehicle. That’s a big deal. That’s trust”.

Via PSFK.