McCann NY created this campaign designed to drive weekday business to MGM National Harbor, the casino and resort in Washington DC. While Friday night is regarded as a great night to enjoy a casino, what about the other weekdays?
To consider those possibilities on Monday through Thursday, McCann teamed with director Jim Jenkins of O Positive to personify each of those days in different spots, including this one in which a guy who’s Monday bemoans all the fun folks are having on his night at MGM National Harbor. The campaign asserts that "Every Day is Monumental" at MGM National Harbor.
CreditsClient MGM National Harbor Agency McCann NY Tom Murphy, Sean Bryan, co-chief creative officers; Chris Mitton, executive creative director; Nir Refuah, executive technology creative director; EJ Lee, Joey Monteverde, Carlos Wigle, Scott Cooney, creative directors; Joe Konietzko, executive strategy director; Dan Wilkos, strategy director; Karishma Shah, social strategist; Nathy Aviram, chief production officer; Chance Bassett, sr. producer; Dagmar Wong, sr. integrated producer; Katie Boyko, producer. Production O Positive Jim Jenkins, director; Marc Grill, Ralph Laucella, exec producers; Darren Lew, DP. Editorial Crew Cuts Jake Jacobsen, editor; Nancy Shames, exec producer; Diana Seldin, producer. Color Nice Shoes Chris Ryan, colorist. Audio Post Sonic Union Paul Weiss, mixer
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More