MIKE LEAR
Executive Creative Director / Copy
Denny's spent three years in top secret working on their new pancake recipe. They created a new pancake that is so good... it just might be better than home. We launched the campaign with television and digital video. I was ECD and writer.
Press included, Adweek, Creativity, iSpot, AdAge and Chewboom.
On dennys.com, we built a Pancake Rejection Simulator to help folks tell their family and loved ones that Denny's new pancakes were indeed better than theirs. Click to be taken to the experience. Art direction by Lance Ford, writing by Chris Weiderman.
At the launch, in-store posters set the tone. I was ECD, Art Direction by Caitlyn Ingoldsby and lines by Matt Shuford.
In-Store Signage
And of course, a fluffy new pancake required a custom fork made for it... (Ryan Brown was the writer, Chris Cino was the Art Director)
And knowing Denny's, we did a ton of social support. This is one of my favorite Instas...
And finally, if you searched on YouTube, for a movie trailer, a video game review or a music video, you were served up tailored content for each. Here's the pre-roll if you watched a movie trailer. Credit goes to Chris Cino and Ryan Brown.