OgilvyOne gets customers to share stories on plates
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.
CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube's design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston's eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum's new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground's communications and advertising, past and present. Plus, we talk to London Transport Museum's head of trading about TfL's approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.
Great idea and awesome conversation starter.
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.
|Gradwatch: Nathaniel Warnes (1)|
|How TBWA London created Airbnb's floating house (8)|
|New designs: A Friend of Mine, FIELD, RKCR/Y&R, Music & more (4)|
|Provocative ad campaign to raise awareness of US hunger (7)|
|Bridgeman Studio Award 2015: the winners (1)|