Besides its food, Chick-fil-A has been a place for folks to gather and spend some time with one another. But lately, the brand noticed people aren’t spending as much quality time in its 2,500 restaurants as they had in the past. They’re eating alone or glued to their phones, always on the go.
So in the spirit of the season, Chick-fil-A teamed with McCann NY and animation/FX studio Psyop on the brand’s first-ever holiday film to tell the story of a little girl named Sam who visits a whimsical Time Shop and helps her family rediscover the importance of quality time together. Marie Hyon of Psyop directed this film which is part of a campaign from McCann and its sister McCann Worldgroup brand experience agency Momentum that includes guests soon being able to visit the real-life Time Shop in NYC–an interactive, non-retail experience where guests can discover the power of Together Time, just like Sam. The pop-up encourages guests to explore custom rooms inspired by different ways of sharing quality time: Story Time, Play Time, and of course, Snack Time. Before leaving, guests enter Giving Time, where they can create a free Time Card to give to someone special. The Time Shop is free to visit with online reservations, and open to the public at 105 Wooster Street from 12/3-16, 11am-8pm but closed on Sundays, of course, like Chick-fil-A.
At the center of the Chick-fil-A holiday campaign are Time Cards: printed cards in beautifully foiled envelopes that guests can personalize with a duration of time and an activity they want to share with a loved one in the upcoming year. From “1 hour to make a snow man” to, “5 hours of perfecting Dad’s cinnamon rolls,” it’s the time together that counts. Cards became available beginning on Thanksgiving Day in restaurants and at timeshop.com, and in December, at The Time Shop experience in downtown New York.
