| Title | KEEPING IT REAL |
| Brand | HUNGRY JACK'S |
| Product / Service | HUNGRY JACK'S |
| Category | A02. TV & VOD |
| Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Production | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Production 2 | FINCH Sydney, AUSTRALIA |
| Production 3 | THE BUTCHERY Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | Clemenger BBDO Sydney | Chief Creative Officer |
| Paul Dunne | Clemenger BBDO | Creative Director |
| Cath Bosson | Clemenger BBDO Sydney | Group Account Director |
| Smaran Jworchan | Clemenger BBDO Sydney | Senior Account Director |
| Zander Williment | Clemenger BBDO Sydney | Copywriter |
| Willy Maitland | Clemenger BBDO Sydney | Art Director |
| Denise McKeon | Clemenger BBDO | Head of Broadcast |
| Daniel Mortensen | Clemenger BBDO Sydney | Head of Craft |
| Ant Tiernan | Clemnger Sydney | Senior Audio Engineer |
| Giacomo Groff | Clemenger Sydney | Planning Director |
| Alex Gueterres | Clemenger Sydney | Agency Editor |
Reference action movies and use the burger phone as a device to trigger a reality check and remind our protagonist's to 'Keep it Real'.
The execution resulted in a hero 90" piece of online film, with complementing 60", 30" and 15" cut-downs. The film references tropes and characteristics of the action movie genre. The process involved: 6 months of planning. Shutting down Little Bourke St in Melbourne. 4 shoot days and multiple locations.
N/A* *At time of entry 'Keeping it Real' has been live for just 1 week.
The Fast Food category in Australia is infamously wholesome and retail driven. This spot is not. We could easily have harped on about our flame grilling technique or our 100% hormone free beef INSTEAD, we decided to demonstrate just how far someone would be willing to go for a Hungry Jack's burger in an action movie inspired spot. We enlisted the help of a Hollywood action movie director, added some big budget stunts, car crashes, a thriller inspired music track, a massive cast and perhaps most importantly, kept excessive branding to a minimum so people could enjoy the show.
We wanted to reposition Hungry Jack's as a purpose-driven brand that’s about giving all Australians feel-good moments of full-blooded indulgence. A brand that is always bold, never bland. A brand that encourages people not only to have it their way, but to be themselves.