There’s always a reason to party like a carnivore.
Dunn&Co summer internship project
Everyone loves to talk about themselves. So for Smokey Bones’ 25th anniversary, we decided to make it about them. No matter how mundane, strange or downright weird the accomplishments might be, everyone has a reason to party like a carnivore at Smokey Bones.
In-Store Activations
Bibs, so party goers can embrace their inner carnivore.
You Snooze you lose
A man is sleeping soundly when his alarm blares. The camera zooms in on his phone, showing him hesitate between “STOP” and “SNOOZE”.
Just before he makes a decision, he looks up to find a group at the foot of his bed. They are looking at him encouragingly, telling him that he “can do it”. His face is twisted with confusion and fear. Finally, he looks back to the still-going alarm and hits “STOP”. The group jumps up in celebration. Suddenly they have meat balloons, meat confetti, and a bone party hat, which they place right over his bed-head. The crowd shouts and cheers as he stares back at them.
Cut to food shot with super of logo and website link.
VO: ON SMOKEY BONES 25TH ANNIVERSARY, ANY REASON IS A GOOD REASON TO CELEBRATE.
Cut back to the bedroom. They’re all jumping on the bed, still celebrating.
Updated employee uniforms with new branding and copy to reflect the anniversary.
“I’m Celebrating” buttons for employees and restaurant goers alike to celebrate their favorite menu items and whatever they want to announce they are celebrating.
Table tents that lead to a landing page on smokey bones website for interactive social media content for users to share directly to their stories.
Social media
logo re-design
Out of home & Digital media
Spots
OFFICE GAMES (30s)
The room is silent and thick with tension. A man is surrounded by his coworkers. They watch as he prepares to throw a paper ball into a basket. Several of his missed attempts litter the floor in front of it.
Coworker: One more, you’ve got this!
The man has sweat lining his brow. He takes a deep breath and throws his last paper ball. It hits the rim of the can but bounces in.He and his coworkers jump up in celebration. They shout and hug him. From a side door, a team barges in with meat balloons, meat confetti, and a bone party hat for him.
Cut to food shot with super of logo and website link.
VO: ON SMOKEY BONES 25TH ANNIVERSARY, ANY REASON IS A GOOD REASON TO CELEBRATE.
Cut back to the office. It’s trashed from the party, meat decorations strewn everywhere. A lone worker walks in looking very confused.
Prime time parking (30s)
The parking lot is full. A man is in his car searching for a spot. He’s going slow, looking left and right. Under his breath, he’s saying “come on, come on”. Suddenly, someone backs out of a spot in front of him. He shouts, “yes!” He pulls into it and puts the car in park.
There’s a knock at his window. He looks up to find a stranger jumping up and down as if they are cheering for him. Behind him is a crowd of people with meat balloons, meat confetti and a bone party hat. They are also jumping and cheering. He stays in the car and watches them, a stunned look on his face.
Cut to food shot with super of logo and website link.
VO: ON SMOKEY BONES 25TH ANNIVERSARY, ANY REASON IS A GOOD REASON TO CELEBRATE.
Cut back to the car and the man is still inside while the crowd continues celebrating outside his window.
Creating an updated and specific logo to signify the 25th anniversary and be used across the restaurant space as well as virtually over social and digital media.
