Ogilvy came to us with the idea to create a bike drive-thru on Chicago's Lakeshore Drive to promote Jimmy Dean's new roll-ups.. This required us to concept, fabricate, install, and manage a 1950’s inspired diner for their proposed 3-day popup marketing campaign. The diner should invite consumer interaction, generate social media content, and introduce product samples to their target audience.
In addition to the design and fabrication work, we also managed the overall show production in conjunction with the client. This includes putting together the run of show for the activation, managing the show logistics of install and strike, organizing external vendors, and troubleshooting unforeseen circumstances on-site.
Functionally, we decided to explore a singular ‘hut’ for two brand ambassadors to work out of. It would have a simple silhouette and large neon sign to attract attention. Stylistically, we distilled the visual language of the 50’s diner architecture to a friendly and approachable structure.
The hut was designed to accommodate the process of storing, heating, and serving Jimmy Dean breakfast Roll-Up’s. Bridgewater handled all the equipment sourcing and rentals necessary to make the process run as smooth as possible.
Welcome to the Roll-Up Zone! Hungry bikers, commuters, and trail enthusiasts are greeted by a friendly waitstaff and can come fuel up with a grab-and-go snack from Jimmy Dean. They can park their bike and enjoy a rest, or roll-up and roll-out. Either way, everybody is welcome to celebrate breakfast at America’s first bike drive-though.