Nick Maschmeyer
Group Strategy Director at Droga5
New York, United States
Title#DarkForDinner (:30)
Agency
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 Television
Length
More Information www.darkfordinner.com
Editing Company
Post Production
Music
Chairman
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Art Director
Design Director
Designer
Chief Creation Officer
Head of Broadcast Production
Producer
Chief Strategy Officer
Strategy Director
Strategist
Head of Communications Strategy
Communications Strategist
Head of Data Strategy
Senior Data Strategist
Data Strategist
General Manager
Group Account Director
Account Director
Account Manager
Project Manager
Chief Marketing Officer (CMO)
VP / General Manager of Tableware
Senior Brand Director
Senior Marketing Director, Brand Center
Senior Associate Brand Manager
Production Company
Director
DOP
Partner / Executive Producer
Producer
Editor
Assistant Editor
Executive Producer
Head of Production
Post Production
Flame Artist
Mixer

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