| Titre | #DarkForDinner (:30) |
| Agence | Droga5 |
| Campagne | Be More Here |
| Annonceur | Georgia-Pacific |
| Marque | Dixie |
| Date de première diffusion/publication | 2015 / 6 |
| Secteur d'activité | Articles & emballages en carton, papier & aluminium |
| Synopsis | 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. |
| Type de média | Télévision |
| Longueur | |
| Plus d'info | www.darkfordinner.com |
| Montage | Final Cut |
| Post production | Significant Others |
| Musique | Significant Others |
| Chairman | David Droga |
| Responsable de la création | Ted Royer |
| Directeur de création | Karen Land Short |
| Directeur de création | Casey Rand |
| Concepteur / rédacteur | Dan Brill |
| Directeur artistique | Spencer Hansen |
| Design Director | Rich Greco |
| Designer | Kathryn Brylinsky |
| Chief Creation Officer | Sally-Ann Dale |
| Head of Broadcast Production | Ben Davies |
| Producteur | Bill Berg |
| Responsable de la stratégie | Jonny Bauer |
| Directeur des Stratégies | Colm Murphy |
| Stratégie | 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 |
| Directeur de clientèle | Michael Arani |
| Responsable de budget agence | Alexa Beck |
| Chef de projet | 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 |
| Maison de production | Chelsea Pictures |
| Réalisateur | Henry Mason |
| DOP | Benn Martenson |
| Partner / Executive Producer | Allison Amon |
| Producteur | Howard Woffinden |
| Monteur | Patrick Colman |
| Assistant Monteur | Spencer Campbell |
| Producteur exécutif | Lauren Bleiweiss |
| Responsable de la production | Viet-An Nguyen |
| Post production | Alek Rost |
| Flame Artist | Dirk Greene |
| Mixer | T. Terressa Tate |
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