A restaurant revival is beginning in the South Side of Chicago. Joining and chronicling the movement are documentary filmmaker Rodney Lucas in collaboration with Chance the Rapper (both are South Side natives) and The Martin Agency for client DoorDash.
Like so many eateries, Chicago’s Krazy Hog BBQ, was forced to shutter under the weight of COVID-19 constraints. According to USA Today, 72,800 restaurants have permanently closed because of revenue loss and job instability associated with the pandemic. None have been hit harder than Black-owned businesses, which are shutting down twice as fast.
From statistic to success story, DoorDash is putting family-owned Krazy Hog back in business as part of its new “Reopen for Delivery” program meant to protect restaurants integral to the fabric of local communities and cultures. The program includes such initiatives as:
Rebuilding operations through opening delivery-only spaces
Providing last-mile logistics support to help merchants quickly adopt a delivery-only model
Investing in additional operations and marketing support throughout the reopening process to grow the business and reach new customers without traditional overhead costs
The Martin Agency and director Lucas via Even/Odd Films have teamed on this documentary, which is titled Southside Magnolia and chronicles the resilience of Chicago’s food scene, centered on Krazy Hog’s owners and legacy. Part of a marketing campaign, the docu-short is a celebration of Black excellence and entrepreneurship captured over four days of filming.
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Credits
Client DoorDash Kofi Amoo-Gottfried, VP, marketing; Katie Daire, sr. director, B2B marketing; Tiffany Black, sr. manager, influencer & social media marketing. Agency The Martin Agency Kristen Cavallo, CEO; Danny Robinson, EVP/chief creative officer; Jerry Hoak, EVP/executive creative director/managing director; Tasha Dean, SVP/head of integrated production; Mike Kelley, creative director; Derek Smith, art director; Joe Hartley, copywriter; Tricia Hoover, executive producer; Anthony Moschini, producer; Jaclyn Ruelle, SVP/managing director, cultural impact & brand communicatoins; Matt Kessler, cultural communications, sr. executive; Blake Smoral, Luke Divita, strategic planners; Greg Fischer, SVP/director of communications planning. Production Even/Odd Films Rodney Lucas, director; Malcolm Pullinger, Mohammad Gorjestani, exec producers; Taylor Feltner, head of production; Cayce Cole, managing exec producer; Alex Friedman, supervising producer; Paige DeMarco, Holli Hopkins McGinley, line producers; Kassim Norris, DP; Ashley Rodholm, post producer/story editor; Ian Levine, editor; Calvin Small, art director; Krystyn Johnson, hair/makeup/wardrobe; Nima Taradji, still photographer. Music Chance the Rapper. Color MPC Dimitri Zola, colorist. Sound Design & Mix Sound Lounge Ashley Simmons
This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.
Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.
“With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”
In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More
