Hasta La Creative!

Droga5 New York launched a new summer campaign for Dixie entitled “#DarkForDinner” which calls on viewers to put away all devices to more fully engage with friends and family.

Inspiration for the campaign came from a survey commissioned by Dixie which found that the average consumer eats dinner without distractions only twice a month, with 20 percent of participants not doing so at all. The brand sees its ability to offer a cleanup-free dinner as eliminating one of these distractions, a point which tellingly shifts attention away from the brand’s environmental impact.

The spot at the center of the campaign shows groups of friends and family engaging in (seemingly) candid conversations, laughing and generally having a good time. An opening shot of cell phones sitting on a table establishes that their absence is to thank for the festive mood. In many of the scenarios friends and family learn new things about each other, and the spot ends by asking viewers, “What will you learn when you go dark for dinner?” adding “On Sunday, turn off your phones and find out.” An accompanying digital component instructs consumers to use the #DarkForDinner hashtag to let people know they’ll be offline, although we imagine there may be one or two oblivious individuals who miss the point and use the hashtag to accompany a picture of their participation. Droga5 does a good job of presenting the initiative without seeming like a curmudgeonly, technophobic grandparent, but less convincingly ties the initiative to the brand. The broadcast spot (a 30-second version of the extended version above) will debut June 14, followed by six videos released over the next six weeks.

“We used real families and groups of friends” for the campaign, Droga5 creative director Karen Land Short told Adweek. “We recorded what happened when they went dark. That was a bit of an unknown at the time—we didn’t know if our thesis [that people connect more without the distraction of technology] was going to be right. But it was kind of everything we hoped for. There were jokes and real tears and secrets came out.”

Credits:

Dixie: #DarkForDinner

Client: Dixie

Campaign
Launch Date: 6/10/15
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Karen Land Short
Creative Director: Casey Rand
Copywriter: Dan Brill
Art Director: Spencer Hansen
Design Director: Rich Greco
Designer: Kathryn Brylinsky
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Colm Murphy
Senior 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/Head of Account: Susie Nam
Management
Group Account Director: Brett Edgar
Account Director: Michael Arani
Account Manager: Alexa Beck
Project Manager: Francess Jaen

Client: Dixie
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
Director: Henry Mason
DOP: Benn Martenson
Partner / Executive Producer: Allison Amon
Producer: Howard Woffinden

Editorial: Final Cut NY
Editor: Patrick Colman
Assistant Editor: Spencer Campbell
Executive Producer: Lauren Bleiweiss
Head of Production: Viet-An Nguyen

Post Production: Significant Others
Producer: Alek Rost
Flame Artist: Dirk Greene

Sound: Significant Others
Mixer: T. Terressa Tate

#DarkforDinner: Interactive Credits List
Client: Dixie
Campaign: #DarkForDinner
Title: #DarkForDinner
URL: darkfordinner.com
Launch Date: 6/4/15
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Copywriter: Dan Brill
Art Director: Spencer Hansen
Design Director: Rich Greco
Designer: Kathryn Brylinsky
Chief Creation Officer: Sally-Ann Dale
Senior Interactive Producer: Tasha Cronin
Developer: Jason Bevans
UX Director: Daniel Perlin
UX Designer: Hiye Shin
Associate Director of Technology: Keath Chan
Global Chief Strategy Officer: Jonny Bauer
Senior Print Producer: Alyssa Dolman
Group Account Director: Brett Edgar
Account Director: Mike Arani
Account Manager: Alexa Beck
Project Manager: Francess Jaen

(TrendHunter.com) From candies and fruits to leaves and rocks, Emily Blincoe continues create striking organized objects in visually satisfying ways. Although she often resorts to color as being the defining element…

Havas Chicago expanded its creative team this week with the addition of Drew Donatelle as executive creative director.

Donatelle has an extensive agency background, but he most recently served on the in-house team at Twitter, where he was a senior brand strategist focusing on the auto, dining and retail verticals. Prior to joining the blue bird, he spent nearly nine years at FCB, where he landed before the merger and became a VP/CD in the agency’s Chicago office.

During his time with FCB, he worked on new media and created campaigns for such clients as Jack Daniels, Motorola and Nokia. In his own LinkedIn bio, he references this Meat Loaf A1 spot while mentioning that he also serves as creative director for luxury leather goods brand Fischer Voyage.

The release tells us that Donatelle will “be responsible fueling the agency’s mission to reinvigorate great American brands with cultural relevance.”

CCO and Instagram star Jason Peterson writes:

“[Drew] is a classically trained conceptual advertising creative who also has deep social expertise based on his time at Twitter. He brings the perfect blend of creative leadership that we need.”

Neil Halloran a réalisé un documentaire animé et très bien documenté sur les coûts humains de la Seconde Guerre Mondiale, des périodes de paix, mais qui reprend également les tendances des conflits contemporains. Une manière ludique de se pencher de nouveau sur ces pans incontournables de notre Histoire.

Team Ignition teamed up with production company Slim Pictures and director Thomas Garber to show two sides of the 2016 Nissan Maxima in “Day and Night.”

The spot opens on a man exiting the office after a long day of work in the city and getting into his Maxima. After looking at his watch, he presses the button switching from “Normal” to “Sport” mode and the car changes from red to black. As he speeds through the city to the tune of Wiz Khalifa’s “Work Hard, Play Hard” he smirks, clearly enjoying the ride, and then arrives home to his family sitting down to dinner.

The spot illustrates the vehicle’s multifaceted personality, not just in the “Normal” and “Sport” modes of the car, but also in the Maxima’s functionality as both a sports car and family sedan. Despite showcasing these new features, the approach is a bit traditionalist, focusing on shots of the car speeding through the city in an attempt to let the vehicle speak for itself. “Day and Night” will run in 60 and 30-second versions in primetime slots during the NBA Finals and during MLB games.

Credits:

Creative Agency: Team Ignition
Account Director: Alex Fino
Art Director: Hector Arellano
Associate Creative Director: Derrick Rivers
Creative Agency: Team Ignition
Executive Creative Director: Dilam Mattia
Executive Producer: Allen Perez

Production Company: Slim Pictures
Producer: Kate Thuman
Executive Producer: Tom Weissferdt
DOP: Ottar Gudnason
Director: Thomas Garber

Visual Effects: Vincent Wauters
Post Production House: Fellow LA
Flame Artists: Miles Essmiller

Gediminas Pranckevicius est un artiste free-lance originaire de Vilnius en Lituanie qui réalise des peintures digitales dont cette superbe série d’îles surréalistes. Flottants dans les airs, bâtis sous l’eau, ces petits mondes abritent toutes sortes de paysages étonnants. À découvrir.