Can you imagine being immersed in a party in a cottage in the countryside with your dream dinner guests? Thanks to Allbirds and Stanley Tucci, that dream is becoming a reality.
Today, Allbirds premiered Cards on the Table, a four-part series where actor and host Stanley Tucci throws a dream dinner party with various notable guests.
The series, an extension of the “Allbirds By Nature” campaign launched last year, was developed by Allbirds in partnership with OBB Pictures and Salt Productions. The 20-minute episodes air weekly through distribution from Rolling Stone and on YouTube, with content also streaming on the brand’s site and social media channels.
In each episode, Tucci gathers a diverse lineup of guests for a “dream dinner party” that unpacks each person’s unique nature and uncovers surprising commonalities through personal and unscripted stories. The discussion is driven by a deck of cards—curated by psychoanalyst Dr. Orna Guralnik of Showtime’s Couples Therapy—to push the conversations deeper.
Featured guests include TV host and designer Tan France; Formula 1 driver Carlos Sainz; singer-songwriter Mel C; actors Henry Golding, Sophie Turner, and Molly Ringwald; and more.
Kelly Olmstead, Allbirds CMO, said when the company was in the process of developing the series, they wanted to build on the campaign’s idea of creative inspiration from mother and human nature, with sustainability at the core.
“One of our core values at the company is curiosity, and so this idea of bringing together people that inspire our brand, inspire the people that are running our brand, and just asking questions and getting to know what makes people tick—what’s in their own unique nature—was the impetus behind extending that into a content series,” Olmstead told ADWEEK.
Olmstead said with more noise and competition than ever before, the brand wanted to figure out new, innovative ways to connect and share content with consumers but also give them something that was valuable.
The Allbirds CMO added that the series is all a part of the brand’s digital marketing strategy, which focuses on long-form content. Though All Birds has released short-form content in the past, this will be the first long-form series the brand is releasing, and the company is looking for it to help fuel a “larger digital ecosystem” across platforms, according to Olmstead.
“Putting out 20 to 25-minute episodes is a swing, and we’re excited about that,” Olmstead said. “It’s different. It’s a deeper, longer conversation. It’s going to be a bigger, more lasting exchange with our brand.”
Elias Tanner, svp, strategy & growth at OBB Pictures—which has previously worked with brands on long-form projects such as Old Spice and Kevin Hart’s Cold as Balls and Rhode and Hailey Bieber’s Who’s In My Bathroom?—said he worked closely with the Allbirds leadership team, which included Olmstead, CEO Joe Vernachio, and Adrian Nyman, chief design officer, to bring the series to life.
