Team of Pensioners Build a Burger King in New Campaign from The Big Now
lbbonline.com, 4 months ago
Every day, hundreds of Italians ask when and where a new Burger King restaurant will open. How could Burger King alert them when their new restaurants were opening in a cool and unexpected way?
Milan-based agency The Big Now's idea came from the analysis of an up-and-coming trend in Italy: the 'Umarells'. 'Umarell' is a slang term used to describe elderly retirees who love to spend their free time – which is a lot – watching construction sites, dispensing advice that no one listens to.
Through a targeted recruiting process, the agency chose five Umarells to become the #KingofUmarells to help build a new Burger King.
Advertiser: Burger King Italy
Brand Communications Manager: Andrea Bomentre
Director: (Marketing) Jesús Cubero
Head of Marketing: Ilaria Abrate
Copywriter: Paolo Platania, Tania Loschi, Jacob Salmona Arcari
Art Director: Alessandro Bigi, Davide Bodano, Giacomo Putignano
Executive Creative Director: Stefano Morelli
Creative Agency: The Big Now, Milan
Account Executive: Alberto Rech
Content Producer: Alice Boss, Andrea Fusco
Director: Beppe Tufarulo
Production Company: TapelessFilm
Category: Restaurants , Retail and restaurants