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.
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 BlackIn 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