DENNY'S
360 Campaign
CONSUMER INSIGHT
It feels like the world is ending when all the restaurants you rely on are closed for the night.
CREATIVE STRATEGY
Create situations in which Denny's is still open, even though the world is falling to pieces.
RADIO
TV
In a dingy bunker, there is a family of four (a mom, dad, young daughter, and young son.) The mom is pulling her hair back into a ponytail, the daughter is tying her bootlaces, the son is zipping up his grimy jacket. The dad is grabbing clubs off the wall. He starts passing them out to his family members.
DAD: Are you ready?
They all nod.
MOM: Let’s head out.
The family walks outside bearing their clubs. There is a massive storm swirling the clouds and turning the sky orange, and ahead of them lies a hoard of zombies. In the background is a Denny’s, but it doesn’t obviously stand out.
The Dad cracks his neck.
DAD: Alright, we just have to get through these guys.
The family charges forward and starts fighting the zombies. The girl slides under the legs of one zombie while the dad hits said zombie in the head. The girl pops up after sliding and starts hitting another zombie. The boy is whacking a zombie with his club.
BOY: I’m. Whack. Sick. Whack. Of. Whack. Zombie meat! With a final whack, the zombie lays down dead.
MOM: Stay strong! She roundhouse kicks a zombie and smacks another one in the head with her club. We’re almost there!
GIRL: Good! The girl delivers the finishing blow to a zombie. I’m starving!
She looks back, and we see that the family has defeated the hoard.
DAD: Good work.
He puts his club on the holder on his back and takes his wife’s hand. The children take their other hands, and the family walks forward to Denny’s hand in hand. The sign clearly reads “open”.
The family is sitting inside a cozy window booth, laughing happily, and eating a nice meal together. Through the window, we see zombies looking in through the glass.
LINE: Denny’s. We’re always open.
SOCIAL
These social media ads will only air late at night.
OUT OF HOME
Billboards will feature a surprising 3-D element, such as zombies or aliens, for an apocalyptic experience.
INTERACTIVE
We will partner up with Minecraft to have Denny's diners naturally spawn in the latest update of Minecraft. The diners are open in the middle of the night, and can provide a refuge from the monster attacks in Minecraft. We chose Minecraft because it already has a fanbase, and we believe that Denny's locations randomly spawning in Minecraft will create internet buzz, and continue to promote our message that Denny's is always open (even when Zombies and Skeletons are on the loose).
AMBIENT
We will have a Denny’s cameo in an after-credit Marvel movie scene. After fighting off villains in a partially destroyed, evacuated town, the heroes of the movie meet in a Denny’s diner for a celebratory meal.
