KEEPING IT REAL

TitleKEEPING IT REAL
ClientHUNGRY JACK'S
Product / ServiceHUNGRY JACK'S
CategoryA02. TV & VOD
EntrantCLEMENGER 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

The Campaign

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'.

Creative Execution

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.

Credits

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
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