THE PACKS THAT SCARE BIRDS

Bronze Spike

Case Film

Presentation Board

TitleTHE PACKS THAT SCARE BIRDS
ClientHUNGRY JACK'S
Product/ServiceHUNGRY JACK'S FRIES
CategoryE01. Foods
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA

Brief Explanation

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?

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

Name Company Position
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