CR Blog

OgilvyOne gets customers to share stories on plates

Advertising, Digital, Graphic Design, Type / Typography

Posted by Anna Richardson Taylor, 21 March 2013, 10:21    Permalink    Comments (2)

OgilvyOne UK has created a campaign for new Shoreditch restaurant Dishoom that allows visitors to share their experiences on one-off plates that will be added to the restaurant's inventory for other people to read and share.

The restaurant plays homage to the Irani cafés in India, where people of different backgrounds and means share food and stories. The campaign is anchored in this idea of sharing, and launched with 80 typographic plates that incorporate the personal memories of Irani cafés from the older generation in Bombay and the UK, collected through spoken accounts and on the internet.

Tea for Two by Dolly Thakkore

Chapatis in the Sky by Boman Kohinoor

Chai Remedy by Anil Nirody

Standing Spoon by K.E. Eduljee

The agency wanted to capture the spoken history of the old Bombay cafés and share them with a new generation, according to Emma DeLaFosse, executive creative director at OgilvyOne UK. "But rather than using Twitter or Facebook, it seemed more fitting to use real plates, as the sharing of plates of food is an inherent part of the cutlure of these cafés."

Customers of Dishoom can submit their own stories and memories online, with the best chosen and fired onto plates to be used in the restaurant.

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Great idea and awesome conversation starter.
Marielaina Perrone DDS
2013-03-24 20:28:49

Love the idea of decorating the plates for the marketing campaign. The examples are really nice too. I think this would really get people talking so seems like a clever strategy that also benefits the customer too.
2013-04-07 14:15:50

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