Dixie

As a Producer at Droga5, my team developed a campaign for Dixie focused on truly capturing consumer attention. Inspired by the brand slogan “Be More Here,” the idea was based on a simple insight: it’s hard to be fully present with friends and family when you're always connected to your phone.

To bring this idea life - we found three cellphone “dead zones” in California and transformed them into pop-up “Dead Zone Diners” where guests could unplug and fully engage. The campaign featured an exclusive cooking demo with chef Carla Hall, a first-date experiment with BuzzFeed editors, and a suite of photo and video content to amplify the message across digital and social channels.