Maloney & Porcelli's clientele (high powered bankers and stock brokers) has always considered them a top spot to enjoy a 24 inch steak but with CFOs keeping tabs on every cent, business was down.Enter the Maloney & Porcelli expense report generator, a website that makes it easy to turn a decadent meal into a responsible expense. Simply enter the cost of a meal, and the generator will create a printable sheet of expense report-friendly receipts (office supplies, taxis etc.) exactly totaling the amount of the meal.We also realised that coming back to the office with a doggie bag emblazoned with a Maloney & Porcelli logo might raise a few eyebrows. Taking a cue from luxury boutiques who began offering their customers plain white shopping bags earlier this year, M&P’s doggie bags are utilising a unique form of camouflage - the logos of other, less pricey restaurants.

The campaign was a product of extensive interviews with both their clients and their staff. One restaurant analyst told us: "Right now, nobody has the balls to turn in a receipt from Maloney & Porcelli."

We received over 33,000,000 measured media impressions for the campaign, 150k receipts were downloaded in the first two weeks and reservations have been up 15% since the campaign began.