This work for BK Chicken Fries was originally created for the introduction of the product in Spain, but when our BURGER KING client here in the US saw the ads, they sent us out to produce these English-speaking versions as well.
Though the ads ran on US television for just a short time, postings on YouTube have received well over a million views collectively (and counting).
I’m very proud of them. And they make my little daughters laugh, too. Even (and perhaps, especially) in Spanish.
BLUE COLLAR, WHITE COLLAR, NO COLLAR. MONSTER WORKS FOR EVERYBODY.
Everybody knows Monster.com. But most job hunters and employers only considered the job site for certain kinds of positions. Monster believed their plan for long-term success depended on attracting a broader range of job postings and candidates – essentially replacing local newspaper classifieds.
They wanted a broadcast message for local markets that spoke to both employers and job candidates simultaneously, so we focused on the problem that exists where those two groups intersect – the job that’s not getting done.
Together with our friends at Redtree Productions, we shot a campaign of three spots in one day at a warehouse down the road in Needham, MA, using no on-screen talent (except for one hand model), and pulled the whole thing off on a shoestring.
How do you introduce a product like BK Chicken Fries to the people of Spain? How do you even explain a product like BK Chicken Fries to Spain? Well, we started by discussing the role of social class distinctions in that country, and how we might relate those distinctions to a chicken and a potato. Seriously.
The integrated product launch included the television spots above, plus radio, out-of-home, and a microsite – teatrodelpollo.com (chickflix.com in the US).
In a market with a traditionally less-than-friendly view of fast food marketing, the campaign was a huge success for BK Spain, and it was extended with additional creative and media the following year.
Besides shortlisting at both the Cannes International Advertising Festival and the London International Awards, the television work won Bronze at the El Sol Awards in Spain. Not bad, considering neither I, nor my creative partner at the time, Anja Duering, speak any Spanish. Special thanks to our friend and former CP+B colleague, Mauricio Alarcon, who speaks it extremely well.
The dealership brochure for the new GTI included a 17-minute, interactive DVD that detailed the “science” behind Project Fast, and offered users a chance to explore this latest incarnation of the legendary hot hatch inside and out.