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Denny's Dubai Flagship Pitch

Client: Denny's
Sector: F&B
Responsibility: Concept Development | Creative Direction | Copywriting
Collaborator: Art Director
Market: Dubai, UAE
Collateral: Bridge banner, lampposts, MUPIs, A5 table tents
Language: English only

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Project Summary & Approach

The objective was to launch Denny’s in Dubai, promoting its flagship diner and introducing the concept of a 24x7 dining experience, a novelty in the Dubai market. Inspired by a moment of insomnia and the simple act of flicking a light switch, the "Soon/On" campaign was born. This concept leveraged the anticipation of the diner's arrival, transforming a mundane action into a symbol of excitement and change.

Concept

The "Soon/On" campaign capitalises on the on/off concept, symbolising anticipation and change. The nostalgic ambiance of 50s Americana diners serves as a backdrop, resonating with a diverse audience. The flickering neon lights, reminiscent of classic American diners, enhance the campaign's visual appeal, capturing attention and curiosity.

Creative Process

  1. Conceptualisation Phase: My role involved spearheading the conceptualisation phase. Delving deep into Denny’s brand identity and the unique allure of 24x7 dining, I envisioned a campaign that would captivate Dubai audiences and leave a lasting impression.

  2. Typography Focus: With a keen eye for design and a passion for typography, I dedicated my efforts to crafting visually striking elements that anchor the campaign's aesthetic appeal. Typography became a focal point, infusing the campaign with personality and charm while maintaining brand coherence.

  3. Inspired by Everyday Interactions: Drawing inspiration from everyday interactions, such as flickering light switches, I conceptualised the on/off theme as a metaphor for the anticipation surrounding Denny’s grand opening. Typography was pivotal in bringing this concept to life, imbuing the campaign with dynamism and intrigue.

  4. Crafting Compelling Messaging: In addition to typography, I played a key role in crafting compelling messaging that complemented the campaign's visual elements. Typography served as a vehicle for delivering impactful messaging, conveying the excitement and allure of Denny’s 24x7 dining experience to prospective diners.

Execution & Outcomes

The teaser campaign would have been strategically placed on the bridge for two weeks, building anticipation among passersby. Following the diner's opening in JBR, the reveal collateral would have been displayed for four weeks, supplemented by additional collateral such as MUPIs, lampposts, and in-store displays. 

Takeaways

  • Creative Innovation: Leveraging a moment of inspiration, the "Soon/On" campaign creatively captured the anticipation surrounding Denny’s arrival in Dubai, setting it apart from traditional marketing approaches.

  • Audience Engagement: By tapping into the curiosity of passersby with the on/off concept, the campaign sparked intrigue and generated buzz, effectively engaging a diverse audience.

  • Nostalgic Appeal: The nostalgic ambiance of 50s Americana diners and flickering neon lights created a visually captivating experience that resonated with the target demographic.

  • Strategic Placement: Placing the teaser campaign on the bridge for two weeks and following up with reveal collateral for four weeks post-opening ensured sustained visibility and anticipation in one of Dubai's most visited attractions, JBR.

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