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