Luke Chard
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Dead Zone Diners • Dixie

For more than 90 years, Dixie has been there to bring people together for mealtime. But today, people are finding it harder and harder to detach from their phones during meals. So for summer 2016, Dixie wanted to do something to help people connect again—it took mealtime to places where our phones don’t work at all: cellular dead zones. So we hunted down service-less oases in Los Angeles and built three Dixie Deadzone Diners, pop-up restaurants in places with no cell service, each open for three days. We had a special press event night hosted by Carla Hall, noted restaurateur and cohost of ABC’s The Chew. The activation included a launch video, a website featuring Carla Hall’s recipes and content with BuzzFeed, including the story of one writer’s experience bringing a date to one of the Deadzone Diners.

Featured: The Huffington Post,  The Drum, Buzzfeed, POPSUGAR, PIX11 News, Creativity,  The Wall Street Journal, Adweek, Creativity, Campaign, Little Black Book, Yahoo, Shoots, Great Taste, US Weekly, PSFK, Best Ads on TV, Contagious,

 

Dixie

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Deadzone Diners

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Dixie 〰️ Deadzone Diners 〰️

Turning Deadzones into a place of connection

For more than 90 years, Dixie has brought people together to break bread, so for the “Be More Here” campaign we served meals in places where phones don’t work, cellular dead zones to fuel true connections. An abandoned bank vault, a real-life cave and a park on a remote hillside served as our locations for compelling face-to-face interactions. 0 tweets, 0 likes, 0 shares, and 1,000 quality conversations.

 

The Dead Zone Diners

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