French toast dipped not once, but twice? Oh yeah. However, our Double Dipped French Toast launch came with a challenge: Double restaurant traffic beyond the breakfast hour.

To champion IHOP as the Day or Night destination, we created a site experience that showcased the product set against a backdrop that matched the time of day for each site visitor — dawn, day, dusk and night. This technique received praise in trade magazines, and drew people not just back to the site at all times of day, but to the restaurant as well. A double win!

Role: Concept, Creative Director, Copy