Title | #DarkForDinner (Extended Cut) |
Agency | Droga5 |
Campaign | Be More Here |
Advertiser | Georgia-Pacific |
Brand | Dixie |
Date of First Broadcast/Publication | 2015 / 6 |
Business Sector | Paper Goods, Aluminum Foil |
Story | 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. |
Media Type | Web Film |
Length | |
More Information | www.darkfordinner.com |
Editing Company | Final Cut |
Post Production | Significant Others |
Music | Significant Others |
Chairman | David Droga |
Head of Broadcast Production | Ben Davies |
Producer | Howard Woffinden |
Chief Creative Officer | Ted Royer |
Partner / Executive Producer | Allison Amon |
Head of Production | Viet-An Nguyen |
Flame Artist | Dirk Greene |
Mixer | T. Terressa Tate |
Assistant Editor | Spencer Campbell |
Director | Henry Mason |
Head of Communications Strategy | Colleen Leddy |
DOP | Benn Martenson |
Chief Creation Officer | Sally-Ann Dale |
Chief Strategy Officer | Jonny Bauer |
Group Account Director | Brett Edgar |
Creative Director | Casey Rand |
Executive Producer | Lauren Bleiweiss |
Editor | Patrick Colman |
Strategist | Nick Maschmeyer |
Creative Director | Karen Land Short |
Producer | Bill Berg |
General Manager | Susie Nam |
Post Production | Alek Rost |
Account Director | Michael Arani |
Copywriter | Dan Brill |
Art Director | Spencer Hansen |
Design Director | Rich Greco |
Designer | Kathryn Brylinsky |
Strategy Director | Colm Murphy |
Communications Strategist | Stuart Augustine |
Head of Data Strategy | Melissa Zimyeski |
Senior Data Strategist | Lily Ng |
Data Strategist | Annie Corbett |
Account Manager | Alexa Beck |
Project Manager | 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 |
Production Company | Chelsea Pictures |