Title | THE POSTERS THAT SCARE BIRDS |
Brand | HUNGRY JACK'S |
Product / Service | HUNGRY JACK'S FRIES |
Category | A03. Use of Outdoor |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Entrant Company | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Advertising Agency | CLEMENGER BBDO SYDNEY, AUSTRALIA |
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 |
Sarah Parris | Clemenger BBDO Sydney | Art Director |
Tim Mcpherson | Clemenger BBDO Sydney | Head Of Craft |
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?
It worked. We used posters in a way that they had never been used before. As a deterrent. The posters protected Hungry Jack's customers' fries from birds while they enjoyed them in the sunshine. Which in turn made them love the brand even more. See below for confidential results.
The posters were displayed at Hungry Jack's restaurants with outdoor eating areas, a higher propensity of birds and historical evidence of birds attempting to steal food. These included; Circular Quay, Bondi and Five Dock restaurants.
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. This demographic like to spend a great deal of their time outdoors in the Australian sunshine. Therefore, we decided to protect the fries the very moment they're being eaten. Posters were placed in store windows and patrons were encouraged to eat nearby. Posters were created using holographic paper that's scientifically proven to scare birds by refracting sunlight.