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.