For decades, Dixie’s paper plates, bowls and cups have helped people be more engaged with their loved ones; they let us pay less attention to doing the doing the dishes, and more attention to each other. But today, mealtime is being interrupted in a new way. Whether we’re texting, replying to emails, or agonizing over different Instagram filters for our food photos, we’re all increasingly mesmerized by our phones.
Rather than simply asking people to put their phones away during meals, we decided it would be more interesting to take meals to places where our phones don’t work at all: cellular dead zones. Sure, most people consider them a nuisance, but maybe they’re actually the last places left where we can truly connect with each other, free of digital distractions.
We found real dead zones in Los Angeles, and built three Deadzone Diners, pop-up restaurants in places with no cell service. For one weekend, these locations—an old federal reserve vault, a hillside park, and the Bronson Caves (the original Bat Cave!) —served dinner, breakfast and ice cream on Dixie products.
Each diner was custom built and designed to play off it's offbeat location, as well as reference the nostalgic aesthetic of pre-fab American diners. We designed every detail, including the signs on the wall, the conversation starters on the table toppers and even the napkins.
Finally, these are the films we made, to tell people about the event. These ran, online, as preroll and on social media.