Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that intersts you, share your favourite stories and follow your favourite people and companies

Already have an account?

  • 106

Team of Pensioners Build a Burger King in New Campaign from The Big Now, 4 months ago

Agency utilises the up-and-coming cultural trend of Italy's elderly 'Umarells' to find the #KingofUmarells

Team of Pensioners Build a Burger King in New Campaign from The Big Now

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

Creative Agency

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

Production Company

Director: Beppe Tufarulo

Production Company: TapelessFilm

Category: Restaurants , Retail and restaurants

Genre: Stunts