We Fell in Love With Milestones' Marketing Department! (And We've Got the Award to Prove It)

The Black Box Productions team recently found ourselves basking in the glow of an exciting win — the coveted WINA World Independent Advertising Award in the "Restaurants and Entertainment" category. The work that clinched it? The whimsical and laugh-out-loud "Date Night" commercial for Milestones Restaurants.

The Journey to the Winner's Podium

Our journey began when Foodtastic, the parent company of Milestones, trusted us with the task of creating a commercial to elevate their beloved dining brand. Our first campaign for Milestones was released in fall of 2022 and focused on promoting the new steak selections on the menu. But instead of focusing on the food or the specials, we let insights about couples who dine together inspire the creative.

The commercial aired on TV during major sporting events, capturing a wide audience. "Our collaboration with Black Box Productions yielded remarkable results," says Vlad Ciobanu, VP of Marketing at Foodtastic. "The creative storytelling in these commercials helped to elevate our brand and delivered a major boost to our revenue." It was an undeniable success, playing a part in boosting Milestones' 4th quarter revenue by an impressive 25% year over year. The ad was supported with a six-figure broadcast television ad spend and viewed over 100,000 times on Facebook.

The Approach

Buoyed by the success of the first campaign, Foodtastic re-engaged Black Box to develop and produce four more TV commercials. Everyone agreed that all spots would live in the same world and follow the relationship of this couple. The creative approach was deliberate: craft a memorable campaign that doesn't rely on the hard sell, but instead offers viewers bite-sized entertainment.

"Date Night" features a relatable couple and their humour-filled interactions — our charming duo embarking on a delightful evening at Milestones with a comedic twist. "We've found that this approach, which focuses on telling engaging stories rather than pushing a product, really resonates with viewers," explains Josh Usheroff, Black Box co-founder.

The Team Behind the Magic

DGC Director Rouzbeh Heydari developed the scripts and brought the concept to screen. Co-founders Ben Goloff and Josh Usheroff worked with Rouzbeh to flesh out the concept and ensure alignment with Milestones' brand and marketing strategy. The series was lensed by cinematographers Kevin Rasmussen and Alessandro Lanzillotta, shot on an Alexa Mini using Cooke S4 lenses. A food stylist ensured every dish looked mouthwateringly good.

This win is a testament to our belief in storytelling. "It's a nod to our team's relentless pursuit of innovative storytelling. This award serves as a potent reminder that creative risks can lead to extraordinary outcomes," says Heydari.