While often described as a croissant-meets-doughnut, the Cronut® doesn’t actually use a croissant dough, but a proprietary recipe and is a registered trademark to describe a specific pastry. In addition to the Cronut®, Ansel will also unveil a limited edition confection – the chocolate chip cookie milk shot - created exclusively for the Allison+Partners’ late night event at SXSW®. Dubbed “Cronut® at Midnight,” the event will take place at the InterContinental Stephen F. Austin Hotel, where Allison+Partners will look to engage attendees in a conversation around the good ideas and bad ideas originating at SXSW®.
“We were thinking about how an agency our size could stand out at SXSW®, and wanted to do something that personifies our culture of bold ideas and entrepreneurism,” said Jonathan Heit, president and senior partner of Allison+Partners. “We thought back to our origins, when agency Co-Founders Scott Allison and Andy Hardie-Brown sketched out the future of our agency on a napkin over a couple of cocktails in a bar on Belden Alley in San Francisco. We know that many good ideas, and some bad ones, are born in a bar and we’re excited to tap the creative community here at SXSW® for the #GoodIdeas and #BadIdeas that stand out this year.”
“I was really excited when Allison+Partners approached me to come to SXSW® with them,” said Dominique Ansel, founder and owner of Dominque Ansel Bakery. “We are likeminded in our commitment to innovation and what better place to celebrate that spirit than at a festival where some of the most innovative ideas of the last twenty years have been introduced.”
Throughout the festival, Allison+Partners will collect, curate and share the best good ideas and bad ideas captured at SXSW®. All are invited to join the conversation by tagging ideas seen and heard with #GOODIDEA or #BADIDEA.