'Dans le noir?' (V temnote?) restaurant in Moscow is part of an international project based on a unique concept. In these retaurants, the guests enjoy their meals in absolute darkness which is supposed to heighten other senses: the taste, the smell, the touch… (They are served by blind people who feel in the dark like fish in water)Our client needed to increase consumer awareness via an ad that would be surprising enough to work with a limited media budget. It should appeal less to classical restaurant-goers than to young and open-minded people looking for new experiences.

The cloakroom is a very important part of 'Dans le noir?' concept because you’re supposed to leave there all personal stuff that is susceptible to emit light: watches, mobile phones, computers, etc. We pushed this idea a bit further.We opted for etching because of the slightly surreal and Gothic atmosphere we felt suits our idea best.

This was a much talked about ad that left the client very enthusiastic. They even reported an increase of the number of visits.