|Title||THE PACKS THAT SCARE BIRDS|
|Product / Service||HUNGRY JACK'S FRIES|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Entrant Company||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Advertising Agency||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Paul Nagy||Clemenger BBDO Sydney||Executive Creative Director|
|Ian Broekhuizen||Clemenger BBDO Sydney||Creative Director|
|Malcolm Caldwell||Clemenger BBDO Sydney||Creative Director|
|Tim Mcpherson||Clemenger BBDO Sydney||Head Of Craft|
|Sarah Parris||Clemenger BBDO Sydney||Art Director|
|Daniel Mortensen||Clemenger BBDO Sydney||Senior Designer|
|Henry Welch||Clemenger BBDO Sydney||Print Producer|
|Justin Cox||Clemenger BBDO Sydney||Group Account Director|
|Gemma Troup||Clemenger BBDO Sydney||Senior Account Manager|
|Lucas Vazquez||Clemenger BBDO Sydney||Editor/ Director of Photography|
|Anthony Tiernan||Clemenger BBDO Sydney||Sound Engineer|
Each year, Hungry Jack's has over 20 million customers who like to eat outdoors. But their enjoyment of our famous fries is being ruined. By birds. A worldwide problem, but particularly pertinent to Australia, birds constantly attack our patrons in order to steal their fries. What could we do to make their outdoor eating experience more enjoyable? And keep the birds away?
Fast food restaurant, Hungry Jack’s (Australia's Burger King), has been proudly serving its flame-grilled burgers for over 40 years. Problem is, it’s a David in a category full of Goliaths. Compared to global titans, McDonald’s, KFC, and Subway, it is significantly outspent on the airwaves (for every $1 that Hungry Jack’s spends, McDonald’s spends $4), and outnumbered on the ground (for every Hungry Jack’s restaurant, Subway has 4). In order to carve out a piece of the category pie, worth AU$15bn annually, Hungry Jack’s looks to entice younger Australians, 15 – 39, through its great tasting meal and snack options.
By using holographic paper that's scientifically proven to scare birds by refracting sunlight, we decided to create a pack to protect the fries at the very moment they're being eaten. We also decided to continue the ‘scaring’ theme through to the art direction and typography. Taking inspiration from Escher's Bird Series we created bespoke, angular designs on a grid system for each pack, complimented by aggressive type-style. This proved to be a visually arresting yet pragmatic deterrent and therefore solution.
It worked. We created packaging that protected Hungry Jack's customers' fries while they enjoyed them in the sunshine. Which in turn made them love the brand even more. See below for confidential results.