Lauren Bleiweiss
Partner / Executive Producer at Cartel
New York, 美国
标题#DarkForDinner (Extended Cut)
广告公司
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 Web Film
长度
更多信息 www.darkfordinner.com
剪辑公司
后期制作
音乐
Chairman
Head of Broadcast Production
制片
首席创意官
Partner / Executive Producer
Head of Production
Flame Artist
Mixer
Assistant Editor
导演
Head of Communications Strategy
DOP
Chief Creation Officer
Chief Strategy Officer
Group Account Director
创意总监
执行制片
剪辑师
Strategist
创意总监
制片
General Manager
后期制作
客户总监
文案
美术指导
Design Director
设计师
Strategy Director
Communications Strategist
Head of Data Strategy
Senior Data Strategist
Data Strategist
客户经理
项目经理
Chief Marketing Officer (CMO)
VP / General Manager of Tableware
Senior Brand Director
Senior Marketing Director, Brand Center
Senior Associate Brand Manager
制作公司

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