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Smith & Wollensky
Smith & Wollensky "Name Change"

RAN IN: United States

CLIENT
Fourth Wall Restaurant Group

Michael Stillman - President
Allison Good - Head, Mktg.

AGENCY
Walrus *Lead Agency

Deacon Webster - CCO
Jillian Dresser - Art Director
Claire Fallon - Acct. Manager
Mike Lee - Writer


SUMMARY

Steakhouse goers are a unique bunch - once they reach a certain age they pick one and settle down, rarely deviating from their establishment of choice. In order to accelerate this behavior, Smith & Wollensky rewarded patrons who were willing to take a pledge of allegiance to the restaurant with the utmost piece of flattery: they took on their name. Every day for the month of October, the restaurant was renamed after a patron. Finkelstein & Wollensky, Wickramasinghe & Wollensky... We changed everything - the signs out front, the matchbooks, the waiters' jackets, even the names on the knives.

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Interactive, Print, OOH, PR, Retail Experience

Audience: New Audience, Boomers (45+)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: Local, National

Language: English