IHOP: Ihob by Droga5

Agency: Droga5
Client: IHOP
Date: Jun 2018
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The International House of Pancackes is changing its name to promote its line of burgers, and it's a stunt that is already getting plenty of buzz on social media.

Ihop restaurants announced that it is going by a new name – Ihob . Since the news broke last week on the brand’s social media sites, more than 30,000 (based on the number of Tweets responding to the Ihob post) people speculated what the change could be with the 'b', guessing everything from bacon to brunch to bananas.

The change celebrates the debut of the brand’s new Ultimate Steakburgers, a line-up of seven all-natural burgers, made with 100% USDA choice, Black Angus ground beef that is smashed on the grill to sear in the juices and flavor before being topped with premium ingredients and sandwiched between a buttered and grilled brioche bun.

To show the brand is as serious about burgers as it is about its world-famous pancakes, it flipped the 'p' to a 'b' in the chain's iconic name – for the time being – including its Twitter handle. A flagship Ihob restaurant in Hollywood has also been completely burger-fied. The Ihob Ultimate Steakburgers are available nationwide and for a limited time.

To spread the news about their new burgers and their new name, Ihob is shouting it from the rooftops. Literally. The campaign from Droga5 puts an overly-excited Ihob manager atop the restaurant's slightly dangerous blue rooftop. From this precarious position, the manager risks life and limb to spread the word, er, the letter change. The spot will air nationally on TV, online and on social media.

Credits

Agency: Droga5 NY

Creative Chairman: David Droga

Executive Creative Director: Scott Bell

Executive Creative Director: Matt Ian

Creative Directors: Dan Kelly, Todd Rone Parker

Senior Art Director: Christian Chico

Senior Copywriter: Nicholas Bauman

Senior Art Director: Conner Tobiason

Senior Copywriter: Craig Gerringer

Art Director: Vignesh Seshadri

Copywriter: Diana Perez

Design Director: Nate Moore

Designer: Albie Eloy Jr.

Designer: Lauren Kong

Experience Designer: James Garvey

Executive Producer, Film: Amanda Revere

Senior Producer, Film: Katie Harris

Producer, Film: Zack Grant

Assoc. Producer, Film: Essowe Tchalim

Assoc. Producer, Film: Taylor Donaldson

Executive Producer, Interactive: Ryan McGrath

Senior Producer, Interactive: Andrew Puzzuoli

Producer, Media: Aaron Matys

Business Affairs Manager: Abigail Press

Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Katy Alonzo

Strategy Director: Kristen Mooney

Strategist: Alex Cohen

Communications Strategy Director: Elizabeth Hartley

Senior Communications Strategist: Parks Middleton

Data Strategy Director: Ryan Miller

Data Strategist: Robert Cohen

Group Account Director: Lauren LaValle

Account Director: Lauren Tomlinson

Account Supervisor: Doug Keith

Account Manager: Giovanna Saff

Associate Account Manager: Janelle Whitehurst

Group Project Manager: Bill Wilson

Project Manager: Kareem Miller

Client: IHOP

Chief Marketing Officer: Brad Haley

Executive Director, Consumer Marketing: Michael McCarthy

Marketing Analyst: Amanda Tostado

Production Company (Live Action): Prettybird

Director: Eric Wareheim

DOP: Andrew Wheeler

Executive Producer: Suzanne Hargrove

Producer: Bernard Rahill

Production Company (Tabletop Food): Woodshop

Director: Trevor Shepard

Executive Producer: Sam Swisher

Producer: Ursula Camack

Production Company (Experiential): N/A Collective

Director of Production: Kevin Starkes

Creative Director: Jenn Whitney

Producer: Ariana Shapiro

Designer Drew Kaufman

Editorial: Cut + Run

Editor: Rob Ryang

Assistant Editor: James Donahue

Senior Producer: Marcia Wigley

Post Production - TV: MPC NY

Colorist: James Tillett

​VFX Lead: Warren Paleos

Producer, VFX: Elizabeth Thuvanuti

Producer, Color: Jenna Gabriel

Post Production - Social: My Active Driveway

Music - “Teaser” Butter

Music & Sound Music - “Sign Change” and “Combos” JSM Music Sound

Sound Lounge Mixer: Glen Landrum

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