Dixie: Unplug and Connect

Droga5’s new Dixie campaign inspires quality family time.

Director Henry Mason promotes dinner without electronic disturbances – enabling diners to be more present in conversation.

‘Be more here’ is the catchphrase of the new campaign from Droga5 New York for disposable tableware manufacturer Dixie.

Sundays are traditionally a day to enjoy quality family time over the dinner table. But with hectic schedules and social media interrupting our daily lives, director Henry Mason of Chelsea Pictures created a new campaign using real families to challenge our new social norms.

This Sunday a new campaign will launch alongside the spot, which will last about six weeks. The movement – known as ‘Dark for Dinner’ – encourages families and friends to get together over supper, but leave their phones and other electronic devices off the dinner table.

Participants are then invited to record their experiences on media and join in the campaign using #DarkforDinner.