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Category
Events & Experiential
Annual ID
OS_PR18009B
About the Work
Our goal was to make Taco Bell the hardest reservation to get in America by giving the public exclusive access to Taco Bell's secret experimental test kitchen. Taco Bell's test kitchen, located inside their headquarters, is responsible for the brand's massive reputation for outrageous food innovations (like taco shells made out of fried chicken). We rebranded the kitchen as Test Kitchen by Taco Bell, and we partnered with OpenTable (the biggest restaurant reservation service in America) to offer reservations and validate "Test Kitchen" as an official restaurant. Test Kitchen chefs had complete freedom to serve anything they wanted, and guests were promised a five-course dinner featuring the most innovative, one-of-a-kind Taco Bell ever made. When reservations went live, they completely sold out in just 34 seconds. Suddenly, fans were traveling across the country for a fast-food dinner reservation, and Taco Bell earned over 325 million impressions with zero media buy.
2018 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Deutsch / Los Angeles
Production Company
Steelhead / Los Angeles
Chief Creative Officer
Pete Favat
Designer
Joo Woo
Director
Rob Cleary
Executive Creative Director
Brett Craig
Guto Araki
Producer
Christoph Kauffman
User Experience Designer
Rich Stewart
Corey Newhouse
User Interface Designer
Cris Strittmatter
Delphine Lin
Agency Producer
Vic Palumbo
Steven Frailey
Laura Furney-Howe
Shacole Hamlett
Paul Roy
Taylor Donaldson
Dan Sweeney
Creative Team
Vince Feliciano
Josh Cassidy
Technical Producer
Lindsay Najdovski
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