THE DEADZONE

DINER

DIXIE


Deadzone Scouting
Location & City Permitting
Scenic Design
Prop Style
Custom Fabrication
Catering
Event Production & Management

THE CHALLENGE

Find a way for people to put down their phones during mealtime and be present in the moments that matter. For more than 90 years, Dixie has brought people together to break bread, so they teamed up with Droga5 for the “Be More Here” campaign. To encourage people to truly connect, we took meals to places where phones don’t work at all, cellular dead zones (which believe us, are hard to find in LA)!

 

THE SOLUTION

After our vast search, we came across the perfect locations; an abandoned underground bank vault, a real-life cave and a park on a remote hillside. In each space we built a unique 1960s-inspired restaurant, returning to a time before cell phones. We created one-of-a-kind meal experiences that fostered conversation and encouraged sacred cell-free, face-to-face interactions. 0 tweets, 0 likes, 0 shares, 1,000 face-to-face conversations. This activation was refreshingly honest and selfless, judged on quality conversation instead of impressions.