PR Stunt

High-end steakhouses are, by and large, pretty similar in terms of their offerings. So, how do you get diners to make Smith & Wollensky their go-to steakhouse? Our answer was to truly make it the diners steakhouse by putting their name on the restaurant instead of Smith. And not just on the restaurant, on everything from the menu to the cocktail napkins.

We chose a different lucky reservation every day for a month to show Smith & Wollensky’s dedication to its customers. Spadaro & Wollensky? Lewkowicz & Wollensky? Yeah, it happened, and as proof, here's a NY Times article about it. (Deep dive bonus: a lawyer in Arizona loved the “Terms & Conditions” I wrote)

Copywriter: Me
Art Director: Jillian Dresser
CD: Deacon Webster
Agency: Walrus

2013 One Show Merit Award winner
2013 North American Effie Award winner