|Title||KEEPING IT REAL|
|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|
|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.