标题 | #DarkForDinner (:30) |
广告公司 | Droga5 |
广告战役 | Be More Here |
广告主 | Georgia-Pacific |
品牌 | Dixie |
首次发布日期 | 2015 / 6 |
行业领域 | 纸板、纸及铝箔制品 |
剧情简介 | Following the big hit for Quilted Northern’s “Designed to be Forgotten” campaign in April, Georgia Pacific and Droga5 are at it again. Today, we’re debuting our brand platform for the iconic American brand, Dixie®. The campaign, “Be More Here,” stands for being fully present in the moments that matter. As a brand that’s been around the table with American families for over 100 years, Dixie® knows the importance of spending quality time together. But, with our 1,000 MPH mentality in the modern world, there are even more distractions pulling us away from what really matters—genuine human connection. Dixie® recently commissioned a survey to uncover current attitudes and behaviors around the use of devices and other distractions during family dinnertime. The survey revealed that only 20% of 1500 respondents eat dinner as a family without distractions. Dixie® knows it can’t manage our work schedules or eliminate the chaos of our inboxes with a plate, but they can help us cut down the distractions we all battle during mealtimes so we can focus on the people around us. When you don’t have to do the dishes, you can sit a while longer, tell another story and get a little deeper with your friends and family. To kick off “Be More Here,” we’re launching “Dark for Dinner,” a social movement that asks people to turn off their phones, cut out distractions and tune into the people at the table. Every Sunday, starting June 14, we’ll encourage friends and families to return the focus to one another, “be more here,” then come back online and tell us what they learned using the hashtag, #DarkforDinner. On June 10, we will launch a :30 national TV spot featuring four real groups of families and friends who agreed to put their phones away for the night and get deep with each other over dinner. The results were amazing—laughs, tears, love confessions, revelations, serious debates about ridiculous subjects—all of which reminds us how valuable it is to truly connect with the people we love. Free from any distractions, we captured and celebrated the moments, quirks, and conversations that surfaced when everyone’s attention was where it belonged. An extended version of the national TV spot went live online today. Each week, with the help of celebrities and influencers, we will remind people to “go dark” through online videos and social content pertaining to a specific theme. These videos and themes will allow people to prioritize what really matters and learn more about each other in an authentic way. |
媒体类别 | 电视 |
长度 | |
更多信息 | www.darkfordinner.com |
剪辑公司 | Final Cut |
后期制作 | Significant Others |
音乐 | Significant Others |
Chairman | David Droga |
首席创意官 | Ted Royer |
创意总监 | Karen Land Short |
创意总监 | Casey Rand |
文案 | Dan Brill |
美术指导 | Spencer Hansen |
Design Director | Rich Greco |
设计师 | Kathryn Brylinsky |
Chief Creation Officer | Sally-Ann Dale |
Head of Broadcast Production | Ben Davies |
制片 | Bill Berg |
Chief Strategy Officer | Jonny Bauer |
Strategy Director | Colm Murphy |
Strategist | Nick Maschmeyer |
Head of Communications Strategy | Colleen Leddy |
Communications Strategist | Stuart Augustine |
Head of Data Strategy | Melissa Zimyeski |
Senior Data Strategist | Lily Ng |
Data Strategist | Annie Corbett |
General Manager | Susie Nam |
Group Account Director | Brett Edgar |
客户总监 | Michael Arani |
客户经理 | Alexa Beck |
项目经理 | Francess Jaen |
Chief Marketing Officer (CMO) | Douwe Bergsma |
VP / General Manager of Tableware | Erik Sjogren |
Senior Brand Director | Andrew Noble |
Senior Marketing Director, Brand Center | Shari Neumann |
Senior Associate Brand Manager | Nelie Zanca |
制作公司 | Chelsea Pictures |
导演 | Henry Mason |
DOP | Benn Martenson |
Partner / Executive Producer | Allison Amon |
制片 | Howard Woffinden |
剪辑师 | Patrick Colman |
Assistant Editor | Spencer Campbell |
执行制片 | Lauren Bleiweiss |
Head of Production | Viet-An Nguyen |
后期制作 | Alek Rost |
Flame Artist | Dirk Greene |
Mixer | T. Terressa Tate |