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Frankel's
Digital Campaign
Nadia Aybar (AD)
Yunxuan Wu (AD)
Matthew Frederickson (CW)
Insight: deli's are a New York Institution whose ubiquity eschews any sense of formality.
Idea: rebrand the space with a "takeover" campaign that taps into the informal nature of delis and actually encourages a lack of manners.
DIGITAL
The campaign will first take over Frankel's social media account with cheeky posts that discourages prolonged digital engagement in favor of active attention to the food they could be eating.
TAKEOVER
The final stage of the "takeover" will involve a rebranding of the store itself, from the interior design to the menu, napkins and signage.
work3
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