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Droga5 Takes Dixie Ultra Plates to the Skies in 'High Steaks' Stress Tests Campaign

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The agency used six unique tests included tightrope walking with dinner plates to showcase the strength of the company's new plates

Droga5 Takes Dixie Ultra Plates to the Skies in 'High Steaks' Stress Tests Campaign
Is it crazy to test a paper plate by raising a BBQ restaurant more than 40 feet in the and have waiters deliver food via a series of tightropes, LIVE? Maybe. But Dixie is so confident in their paper plates that they did so anyway. And to great success. We went down to Kansas City and partnered with Q39, a famed local BBQ restaurant. We also got Adam Richman as our host to help us pull this crazy stunt off. Check out it out for yourself here. The live stream broadcast has already racked up over one million views on Facebook.


The challenge was as follows; we had 40 minutes to get 20 plates of food to the elevated dining table. We divided the stunt into three rounds. For the first round the table was elevated 15 feet, and we set to deliver eight plates of food each with two pounds of vegetables. For the second round, we delivered seven plates with mac n’ cheese and potato salad at 30 feet. And for the final round we took the table all the way up to 40 feet and delivered five plates each with two pounds of BBQ on them. And we did it with a couple of minutes to spare.

This extreme test, was the big finale to this year’s Dixie Ultra: Stress Tested Campaign. A campaign based on stress-testing the heck out of Dixie Ultra plates so that our target would have total confidence that the plates would be strong enough to help them stress less at dinnertime.

For the campaign, we developed six unique stress tests of the Dixie Ultra plate and shared them across different mediums. They ranged from having a professional bull rider holding a plate of steak and potatoes while riding a bucking mechanical bull, to dropping a gelatin bowling ball onto the plate while it held gelatin bowling pins, to testing the plate over a homemade volcano while it held 2 pounds of molten lava cake, to name a few.
video
Dixie Ultra Stress Rodeo
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Droga5 New York, Wed, 09 Aug 2017 10:42:01 GMT