The Brake Room
— A Rest Hub For Food Delivery Workers
McCann New York | Chick-fil-A | Feb 2023
Chick-fil-A opens a rest station to exclusively serve delivery workers of New York during cold winter months. New York’s 65,000 food delivery workers made 120 million stops last year alone. Sadly, they’re turned away from using restrooms at the restaurants they pick up from. And they’ve had nowhere to go to stay warm and dry in between deliveries, until now. The Brake Room is a first-of-its-kind rest station allowing food delivery workers to get warm, use the restroom, and grab a cup of coffee in between deliveries, free of charge.
Key roles: Creative Concept Development, Design & Experience Direction, Motion Design, Production and Vendor Creative Oversight.
ART DIRECTOR: Kendall Werra
COPYWRITER: Sam Alter
CREATIVE DIRECTOR/DESIGN + EXPERIENCE : Zac Collopy
GROUP CREATIVE DIRECTOR: Jason McKean
GROUP CREATIVE DIRECTOR: Natalie Rose
GROUP CREATIVE DIRECTOR: Tom Weingard
HEAD OF DESIGN : Matt Van Leeuwen
EXECUTIVE CREATIVE DIRECTOR : Larry Platt
EXECUTIVE CREATIVE DIRECTOR: Danny Rodriguez
Creative Concepting
This endeavor took on a few different evolutions. Initially it was to be a totally vailed activation, with the lightest touch of Chick-Fil-A branding. As we got closer to reality, we had to nudge it dramatically towards the existing CFA brand world. Below is a sample of some of the exploration that sold through the concept.
PRESS; 600+ media placements including The New York Times / The Tonight Show Starring Jimmy Fallon / CNN / The Today Show / NPR / Bloomberg Media / CBS News / ABC News / NBC News / CNBC / Fox News Business / Forbes / New York Magazine / Business Insider / The Gothamist / New York Daily News / The Independent / The City / Mashed / ZDNet / Yahoo! / NY1 / MSN / NASDAQ / Retail Brew / Simplemost / The Takeout / Trend Hunter / Nation’s Restaurant News / East Side Feed / Retail Wire / Head Topics US / MorningNewsBeat / Restaurant Dive / QSR Magazine / Cheddar News / Restaurant Business Online / Entrepreneur Magazine / Nation’s Restaurant News / The Architect’s Newspaper / Upper East Site / Social The Takeout / The Takeout / East Side Feed / New York City Patch
AWARDS; Cannes Lions / D&AD / The One Show / Art Directors Club / Webbys / Clios / Andys / Effies / Ad Age Creativity Awards / Adweek Experiential Awards / Campaign BIG Awards / Epica Awards
ART DIRECTOR → Kendall Werra
COPYWRITER → Sam Alter
ASSOCIATE CREATIVE DIRECTOR/DESIGN + EXPERIENCE → Zac Collopy
GROUP CREATIVE DIRECTOR → Jason McKean
GROUP CREATIVE DIRECTOR → Natalie Rose
GROUP CREATIVE DIRECTOR → Tom Weingard
HEAD OF DESIGN → Matt Van Leeuwen
EXECUTIVE CREATIVE DIRECTOR → Larry Platt
EXECUTIVE CREATIVE DIRECTOR → Danny Rodriguez
CHIEF CREATIVE OFFICER → Pierre Lipton
CHIEF CREATIVE OFFICER → Shayne Millington
JUNIOR PRODUCER → Kelly Krincek
INNOVATION PRODUCER → Eric Alba
SENIOR INTERACTIVE PRODUCER → Patty Visconti
EXECUTIVE INTEGRATED PRODUCER → Andrea Kay
CHIEF PRODUCTION OFFICER → Aaron Kovan
PHOTOGRAPHER → Kareem Black
