Smith & Wollensky
Owning the NYC Streets
Trends come and go, but if there’s one thing that stays the same, it’s Smith & Wollensky. In a world that’s become saturated with Instagrammable experiences, there’s comfort to be found in dining in a place that feels 100% authentic. The Unchanged Since 1977 campaign celebrated S&W’s authenticity, while also acknowledging that they aren’t exactly hip with everything the kids are up to these days.
When arch-rival Del Frisco’s tried running ads in our same locations, we bought the next flight on all 72 of their kiosks. The day Del Frisco’s ads went down, ours went up. Media-wise, there was was no better way to stick to their 1977 roots than to use phone kiosks as our canvas.
Sometimes the best way to get traction on social media is to do something in the real world.