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Creative

Droga5 & Dixie Want You To Put Away Your Phones and go #DarkForDinner

Droga5 New York, 2 years, 4 months ago

New campaign produced by Chelsea Pictures seeks to rebuild human connection around the dinner table

Droga5 & Dixie Want You To Put Away Your Phones and go #DarkForDinner

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,' Droga5 is 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, the campaign will encourage friends and families to return the focus to one another, 'be more here,' then come back online and tell share what they learned using the hashtag, #DarkforDinner.


Creative Agency

Art Director: Spencer Hansen

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer 

Copywriter: Dan Brill 

Creative: (Chief Creation Officer) Sally­Ann Dale

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Creative Director: Karen Land Short, Casey Rand

Design Director: Rich Greco 

Designer: Kathryn Brylinsky

Head of TV / Production: Ben Davies 

Strategist: Nick Maschmeyer  

Strategy Director: Colm Murphy 

TV Producer: Bill Berg 

Music and Sound

Sound Mix: T. Terressa Tate 

Offline

Edit Assistant: Spencer Campbell 

Edit Company: Final Cut NY 

Editor: Patrick Colman

Executive Producer: Lauren Bleiweiss 

Post Production / VFX

Flame Artists: Dirk Greene

Head of Production: Viet­An Nguyen  

Post Production House: Significant Others 

Producer: Alek Rost 

Production Company

Director: Henry Mason 

DOP: Benn Martenson 

Executive Producer: Allison Amon 

Producer: Howard Woffinden 

Production Company: Chelsea Pictures 

Category: Home appliances , Kitchen

Genre: Storytelling , Tabletop