Dixie Wants You to Unplug and Go Dark—and Disposable

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

Brand Marketing

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

No devices or dishes means more time for family, friends

Kristina Monllos

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Kristina Monllos