Table for Everyone: A literal and metaphoric table to promote inclusive and meaningful conversations
The stories we share connect us and bring us closer to each other. With this thought, Black & White Ginger Ale reimagined the concept of the community table, creating Table for Everyone (TFE) – a space where people could sit together, share, listen and get to know each other better.
Table for Everyone was curated as a literal and metaphoric table where diversity of thought and experience is not just shared but celebrated. More than just a campaign, it was where expression in all forms was celebrated, and great curated food became a perfect accompaniment.
The campaign revolved around fostering inclusivity and meaningful conversations. A key element of the strategy was to introduce an inclusive game with a series of fun ‘3 am questions’ that make you think, listen and open up to friends and strangers. A pack of 42 cards coined ‘Cards for Sharing’ was designed to encourage easy conversations and story sharing through lighthearted questions, transforming ordinary tables into inclusive spaces. Every card had a unique illustration, embracing the contradictions of human experience and featuring a range of characters subverting traditional codes of gender, expression, identity, etc.
To offer unforgettable experiences, Black & White Ginger Ale's 'Table for Everyone' offered exclusive experiences at picturesque locations. From the serene villas in Goa to the picturesque hilltops in Shillong and adventurous cruises in Kolkata, diverse groups gathered to share their life stories. The brand also collaborated with events like Zomaland, Grub Fest and hosted Black & White Ginger Ale Table For Everyone influencer gatherings. To amplify the campaign reach, the brand partnered with celebrity chefs such as Saransh Goila and Megha Kohli, who created fusion dishes and shared their experiences with Table For Everyone.
