How to beat the post-holiday blues? Dig into stack after stack of All You Can Eat Pancakes — a popular, longstanding activation launching after New Year’s Day. This time, however, we had to promote it within the brand new “Eat Up Every Moment” campaign, which focused on having experiences at the IHOP table.

Instead of just being promotional, we got emotional — bringing out what it means to enjoy endless stacks of pancakes with loved ones.

Role: Concept, Creative Director, Copy