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Dixie Wants You to Unplug and Go Dark—and Disposable—for Dinner

No devices or dishes means more time for family, friends

Georgia-Pacific's Dixie brand is asking consumers to pay attention to their families and friends, at least for a few hours on the next six Sundays. 

As part of a new campaign from Droga5 called "Be More Here," the brand is lobbying Americans to put away their phones during dinner so they can be fully present with friends and family. The campaign, "Dark for Dinner," launches Sunday, June 14.

A survey commissioned by Dixie found that consumers eat dinner as a family without distractions less than twice a month—and only two out of every 10 respondents said they do it at all. The brand believes that if consumers use disposable Dixie products and don't have to worry about cleaning up after a meal, they will be more inclined to linger at the dinner table and connect more with people. 

"We saw an opportunity to be one antidote to life's distractions," said Andrew Noble, brand director for Dixie Consumer Products. "We are finding that this idea of going 'Dark for Dinner' resonates with everyone. Our goal is to have 'Dark for Dinner' drive cultural action and build upon the trend of families spending more time together."

The campaign includes a 30-second TV spot, an extended 66-second spot and six films that will be released over the next six weeks to give those going "Dark for Dinner" conversational inspiration. There is a digital component, too, with participating consumers instructed to use the hashtag #DarkforDinner on social media to let people know they will be offline. 

"We used real families and groups of friends" for the campaign, said Karen Land Short, creative director for Droga5. "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 

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