Creativity

Maloney & Porcelli: Encouragement Sign - Asphalt

Construction doesn't have to get in the way of fun.

Published on May 12, 2010

Editor's Pick

N.Y. steakhouse Maloney & Porcelli,working Walrus, N.Y., found a clever way to tackle a construction mess happening right outside its doorstep by launching the Maloney & Porcelli Construction Club, a campaign that rewards both customers and construction workers.

The New York Metropolitan Transportation Authority recently started work on a ventilation system outside the restaurant, so the establishment is using this new campaign to keep patrons happy and the workers on schedule. The site features a live webcam of the construction work, as well as a schedule of proposed project completion dates. Visitors can sign up to join the club and members, along with construction crew will be invited to a monthly open bar night throughout the summer if constructions goes according to schedule.

The campaign also includes poster ads that advertise an added bonus for construction workers: if they meet their November deadline to complete construction, they get a free steak dinner.

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About

Credits

Date
May 12, 2010
Agency:
Walrus
Chief Creative Officer:
Deacon Webster
Client:
Maloney & Porcelli
Web Developer:
Amy Butterworth
Art Director:
Jillian Dresser
Art Director:
Mary O'Keefe
Copywriter:
Mike Lee

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