Joe’s Crab Shack

Breaking out of the restaurant rut in a big way.

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Our online creative literally broke the boundaries of a typical site experience and surprised consumers in the places where they were looking for entertainment.

Research showed that Joe’s needed greater focus on the quality and freshness of their seafood. But rather than rely on the expected beauty shots and butter dunks, we took a more non-traditional approach. We introduced “The Claw” as a giant icon that would bash, crash and wreak havoc at the very mention of bland, sub-par dining. It became a central part of our multimedia “Obey the Claw” campaign.  Tell me more about this project.

Joe’s Crab Shack

Broadcast, Digital, Media

Retail & Restaurant

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