DIXIE | MAKE IT RIGHT
ASK AND BACKGROUND:
We were challenged to create the next chapter of the Dixie Make It Right campaign.
Choosing a paper plate is something people don’t think twice about, until that small choice ruins their meal or worst yet their day.
When that happens they let the whole worldwide web know, which is where the ethos of the original campaign was born.
MY ROLE:
Bringing bad store brand plate experiences to life across TV, Banners, Social, and Audio Ads in a dynamic and compelling way.
Concepting and writing copy for the 360 Dixie Make It Right campaign.
TV & OLV
“MARTIN”
:30 - TV / OLV
“SERENA”
:30 - TV / OLV
AUDIO ADS
We were challenged to tell stories of failing store brand plates using only sound (thank god I was a sound designer in my past life).
Oh, but here’s the rub…We had to do it in 15 seconds.
Well, actually we had to tell that story in 8 seconds, because our lovely legally-required disclaimer was about 7 seconds.
SOCIAL
“FACE YOUR FATE” - SOCIAL ADS
POST COPY: Don’t let store brand plates turn homework into history. Get Dixie Ultra plates, they’re 3x stronger than the leading store brand 10” paper plate.
“HANDLES IT ALL” - SOCIAL ADS
POST COPY:
Dixie Ultra’s strength is ready for any occasion, any meal, any time. They’re 3X stronger than the Leading Store Brand 10” paper plate making them perfect for wherever your plans take you.
“5-STAR REVIEWS” - 6 SECOND ADS
:06 YouTube Pre-Roll Ads
:06 - YouTube Pre-Roll Ads