FIND MY MON CHILI
"TEXAS SPICE, FRENCH LOVE LIFE"
Chili's Grill & Bar
Art Director
Designer
Video Editor
AD: Brandon Borga
AD: Caroline Petters
Brief
Chili’s sales drop every February since people don't relate baby-back ribs with romance. To turn that trend around, Chilis must create work to make it a fun Valentine's Day destination for Gen-Z.
Insight
What Gen Z craves is reality TV, 75% of them watch it regularly. If Chili’s can tap into a genre they’re naturally drawn to, Chili’s could gain the attention of Gen Z and position itself as an appetizing destination for (lighthearted) romance.
IDEA
Produce a Chili’s reality dating show where contestants think they’re jetting off to Paris, France, only to land in Paris, Texas. This playful twist highlights Chili’s Texas roots, proving romance can thrive anywhere—even in Chili’s backyard.
