Smokey Bones

Everyone loves to talk about themselves. So for Smokey Bones’ 25th anniversary, we made it about them. Guests were invited to share their biggest, smallest, and strangest accomplishments — from finishing a crossword in pen to finally fixing that leaky faucet — each one a reason to party like a carnivore.

Our work turned these personal wins into a brand‑wide celebration. We built a campaign that spotlighted real guest stories across social, in‑store, and digital channels, pairing them with smoky visuals, bold copy, bursts of confetti. The result: a 25th anniversary that felt less like a corporate milestone and more like a table‑wide toast to the people who keep the pit burning.