Chick-fil-A

The Brake Room

Activation/Experiential

The food delivery industry has exploded over the past few years. But sadly at the cost of one group of people: those who deliver.

New York’s 65,000 delivery workers made 120 million stops last year alone. They’re turned away from using restrooms at the restaurants they pick up from. They gather under bridges to stay warm and dry. They’ve had nowhere to go in between deliveries, until now.

The Brake Room is a first-of-its-kind rest station in NYC allowing food delivery workers to get warm, use the restroom, drink some water, grab a cup of coffee and rest in between deliveries, free of charge.

_{Photography by Kareem Black}

In creating The Brake Room, we overcame multiple challenges to create a ground-breaking experience from Chick-fil-A that brought care, attention and empathy to an underserved, unseen group. We made them feel appreciated for the very first time. And we advanced an important nationwide conversation that captured the attention of every major news outlet, including the mayor. The city, third party apps and anyone who orders delivery is finally seeing the people who bring them their food.

PRESS: 600+ earned 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:

2023 Cannes Lions

Silver Brand Experience and Activation / Brand-Owned Experiences

Bronze Direct / Corporate Purpose and Social Responsibility

Shortlist Brand Experience and Activation / Brand Experience and Activation

Shortlist Direct / Cultural Insight

Shortlist Design / Retail Environment and Experience Design

2024 The One Show

Finalist Cultural Driver / Multicultural Impact

Finalist Design / Design for Good

Finalist Direct Marketing / Direct Marketing for Good

Finalist Experiential and Immersive / Immersive Spaces

Finalist Experiential and Immersive / Experiential and Immersive for Good

Finalist Out of Home / Experiential and Immersive

Finalist Public Relations / Public Relations for Good

2024 Clios

Silver Direct / Experience/Activation

Silver Experience/Activation / Special Build

Shortlist Out of Home / Interactive and Experiential

Ad Age 2024 Creativity Awards

Winner Experiential Campaign of the Year

2024 Webbys

Winner Advertising, Media & PR / Experience Marketing

Finalist Advertising, Media & PR / Installation or Experience

Finalist Advertising, Media & PR / Best Cause Related Campaign

2024 ADC

Finalist Advertising / Direct / Wildcard

Finalist Advertising / Innovation / Direct

2024 Andys

Gold Bravery

Gold Reset

Gold Idea

2024 Adweek Experiential Awards

Winner Experiential Activation Less than $1 million

Winner Best Community-Focused Experiential Activation

2023 Campaign BIG Awards

Winner Best Brand Experience

2023 Epica Awards

Grand Prix PR

Gold Restaurants, Bars and Cafés

Shortlist Experiential and Shopper Marketing

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