Created by Score, the new Outback Steakhouse campaign focuses on all the small and big achievements. Did you learn how to park? Did you pay all your bills this month? The campaign argues that all achievements are worth celebrating and deserve an Outback moment.
Celebrating small victories is a global movement, according to the Worth Global Style Network (WGSN), which predicts consumer trends. In the coming years, consumers will start to pay more attention to everyday triumphs. With the slogan “Come with us to celebrate Small Big Achievements”, the Ribs Season campaign highlights the different reasons to celebrate with the brand and enjoy the experience offered by the restaurant.
“At Outback, we always invest in innovation, which goes hand in hand with actively listening to our customers. This campaign brings the voice of our audience, who already seek out Outback to celebrate their achievements. There is nothing better to crown this moment than the return of dishes that were highly requested, such as Ribs Coxinha and Royal Cheese Ribs. We listened to the request and they are back. This is also a reason to celebrate”, says Raquel Paternesi, Senior Marketing Director at Outback in Brazil.
Score is responsible for creating the campaign, which begins with the film “Ribs Season at Outback”, with images produced by Butchers. The video presents the main characters of this launch: the All Ribs, Double Ribs and Ribs & Steak combinations. Score was also responsible for the key visual and the activation suggestions.
“The campaign is innovative because it goes in the opposite direction of what we are used to: instead of the brand suggesting what the customer should consume, we decided to go in the opposite direction. What are consumers looking for today? We noticed a trend of celebrating small victories and we want to encourage that. The campaign is an invitation for the public to tell us what they want to celebrate with Outback,” says Juliana Lammel, creative director at Score.
The Ribs Season includes developments on social media, with a strategy focused on digital. There will be content full of appetite appeal, influencers showing the launches and media in different formats and channels.
JeffreyGroup is responsible for the public relations strategy and Ampfy is responsible for the digital strategy, including online media and social media deployments.
Technical Sheet – Score
VP of Planning: Albano Neto
Planning Director: Blanda Grazzi Barbosa
Planning Manager: Nicoly Pellatiero
Creative Director: Juliana Lammel
Art Director: Julio Mattos
Writer: Paulo Vasconcellos
Business Director: Carolina Oliveira
Business Manager: Mike Rodrigues
Production Director: Marcelo Trevisan
Producer: Bruna Souza
Technical Sheet – Butchers
Executive Producer: Lao Barbezan
General Director: Lao Barbezan and Aryane Alcântara
Assistant Director: Marcella Nunes
Cinematography: Bruno Kiefer
Focusist: Kemuel Leão
1st Camera Assistant: Bruno Favery
2nd Camera Assistant: Clara Nonato
Gaffer: Luiz Eduardo Zanin, BIG
Art Direction: Nicole Souza
Art Assistant: Gabriel Fogal and Monia Campos
Production Director: Christh Teixeira
Production Assistant: Caique Guimarães
Makeup: Priscila Claus
Casting: Pati Madureira
Costume: Aline Casa
Food Stylist: Paula Rainho
Motion/Logger: Amanda de Luca and Gustavo Ribeiro
Machinist: Jailson Lessa
Still Photo: Guilherme Fernandez
Mobilemaker: Bruno Vatanabe
Catering: Nina Catering