Chick-fil-A: Rivalry Restaurant by McCann New York

Client: Chick-fil-A
Date: Nov 2017
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To unite a community entrenched in a 125-year-old football rivalry, Chick-fil-A introduced 'Rivalry Restaurant,' a one-of-a-kind modular restaurant experience. Carefully placed at the border of both West Point, Georgia and Lanett, Alabama, Georgia Bulldogs and Auburn Tigers fans gathered together to celebrate the 'Deep South’s Oldest Rivalry' game, and enjoy some Chick-fil-A.

To underscore the unique history and heritage of the rivalry, fans lined up separately on their respective sides of the state line. They met at the serving window to receive a meal of Chick-fil-A together, emphasizing the coming together of communities.

The restaurant exterior featured a custom mural celebrating the clash with illustrations of the beloved team mascots, Uga and Aubie. In addition to free Chick-fil-A food, the event featured entertainment, visits with former Auburn and Georgia players, and outdoor game viewing party.

The 'Rivalry Restaurant' launch was supported by posts to Twitter and Facebook, Instagram stories, and a Snapchat filter, some which included the Chick-fil-A 'Eat More Chicken' cows. CBS and ESPN whitelisted social pushes to UGA and AUB fan pages. Local DJ reads and 'DJ battles' were included, with one DJ from each state (DJ Dalil Homie from WZHT and DJ AP from WBFA). OOH was supported through a sign on state line teasing event to build excitement among local towns.

Credits

Client: Chick-fil-A

Joe Saracino: Vice President, Brand Strategy, Advertising and Media

Kevin Purcer: Sr. Manager, Digital Strategy and Engagement

Suzi Yebio: Sr. Manager, Advertising

David Rowe: Manager, Advertising

Lynah Stone: Advertising

Keith Hester: Sports & Entertainment Partnerships

Georgia Gray Wilson: Partnerships & Activation marketing

Shane Todd: Operator

Agency: McCann NY

Eric Silver: CCO, North America

James Dawson-Hollis: Global Executive Creative Director

Martha West: Creative Director

David Gonzalez: Creative Director

Craig Bishop: Senior Art Director

Drew Botcherby: Senior Copywriter

James Fees: Copywriter

Kelsey Daharb: Art Director

Veronica Bertran: EVP Co-Head Account Management/Global Acct Dir, Account Leadership

Dina Hovanessian: SVP Group Account Director

Kelley Cox: Account Supervisor

Mariana Ciocca: Account Executive

Nathy Aviram: Chief Production Officer

Barbara Resua-Cordts: Producer

Gabrielle Levy: Producer

Alex Goldklang: Senior Project Manager

Savanah Brihn: SVP, Group Planning Director

Justin Luk: Senior Strategist

Rachel Aronson: Senior Social Strategist

Illustrator

Brian Allen FlyLand Designs

Production: HeLo

Tom Webster: Executive Creative Director, HELO

Jim Striebach: Technical Director, HELO

Rebecca Straney: Producer, HELO

Brendan Kiernan: Executive Producer, HELO

Justin Moore-Lewy: Executive Producers, HELO

James Okumura: Director of Integrated Production, HELO

Mary Pope: Production Coordinator, HELO

Tanya Spicer: Line Producer

Wanda Morganstern: Location Scout

Mike Marshall: Director, Film Content

Josh Krasweski: Director of Photography

Calvin Florian: Production Manager

Post Production: No 6

Nick Schneider: Editor, NO6

Evelina Gokinayeva: Assistant Editor, NO6

Rob Feliack: Audio, Plush

Corina Dennison: EP, NO6

Laura Molinaro: SP, NO6

Ed Skupeen: Senior VFX Artist, NO6

Mark Reyes: Assistant VFX Artist

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Audi: Wind by AvL/SE

Added 11 December 2017
Agency: AvL/SE
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