We made beef cool again.
Gen Z foodies expect their meals to take them on a culinary journey. We rose to the challenge (literally) and created the most extreme dinner reservation of the year with our High Steaks dining experience, an adrenaline-filled fine dining pop-up bolted to the side of a cliff, 8,500 feet in the sky.
Concept
New Business Pitch
Art Direction
Brand Design
DETAILS
We invited influencers, industry leaders, and comedian Joel McHale to inaugurate the hair-raising culinary experience. The six-course menu included trail mix jerky for the ascent into the clouds, gold leaf short rib skewers, and cocktails served in femur bone. Harness and helmet included.
Our captured content revealed that the breathtaking views of miles-high dining are the only thing that can rival the taste of Certified Angus Beef.
Impact:
328 total earned placements
1.1B earned impressions
1.2M net new users to the brand reached through High Steaks paid social campaign
CREDITS
Agency: FleishmanHillard DC
Client: Certified Angus Beef
Executive Creative Director: Marc Dionne
Creative Director, Design: Angad Medi
Creative Director, Copy: Mike Calderwood
Video + Motion: Matt Black
Copywriters: Jake Pacheco, Salem Isaf
