Carl's Jr and Hardees earned a reputation for a few things that overshadowed their epic food. It was time the food came back. So we did this. Currently shortlisted for a One Show: Cross-Platform - Brand Transformation Award
CARL'S JR REBRAND
This is the case study that lays out every touchpoint we revamped, including film, food photography, in store design and experience, social and digital activations.
Following the film launch, we literally blew up our past, live on Twitch. In a two-hour livestream, Carl Sr. and Jr. take to the desert to burn, crush and explode the remnants of Carl’s Jr’s bikini clad past, and fans got to choose how we did it. The action starts 30min into this video.
JALAPENO DOUBLE CHEESEBURGER #1
We then followed up with some Value promos featuring Jr, attempting to adhere to the new marching orders…and failing, sorta.
The Big Pitch
Jr and Law Guy
COORS LIGHT ANTHEM
Coors Light tapped us to reclaim the Rockies, a place of endless exploration. We embarked on a 3 month adventure with some restless spirits, only taking a pause to rest the legs and refresh with the World's Most Refreshing Beer.
We also revamped our social channels, partnering with adventure photographers, to inspire our fans to get outside and embrace their restless spirit.
BOOST MOBILE PIVOTAL MOMENTS
The immediacy of Boost Mobile's Click-to-Talk functionality assures that you never miss a call, because you never know if that call will be The Call. The following campaign ponders what would have happened if certain heroes in pop culture had missed their call.
Boost Mobile - Travis Barker
Boost Mobile - Fat Joe
Boost Mobile - Rip Hamilton
COCA-COLA SUMMER GAMES
Coca-Cola came to us with a desire to join the cultural conversation surrounding the Summer Olympics, without being an official sponsor. We decided to zag from rest of the Olympic noise and showcase the “Real” Summer Games, happening all over the country.
Summer Games Anthem
THE MOST AMERICAN CAMPAIGN
In true ballsy fashion, Carl’s Jr. and Hardee’s wanted to launch a cheeseburger loaded with a hot dog and kettle cooked potato chips. Pretty much everything that makes our country great, on a single burger. With the timing of Memorial Day through the 4th of July, we named this enduring testament to freedom The Most American Burger, and built a 360 campaign that went all in on the American Dream. The TV spot made it to the top of Reddit, and the campaign earned 2.8 Billion Earned Media Impressions. Below is the Case Study film, followed by some of the hero assets from the campaign.
The Most American Campaign Case Study
The Most American Thing Ever
Most American Tattoo Coupon
Even the coupon had to be the Most American it could be. The reverse hosted a temporary tattoo of a bald eagle composed of hotdogs, potato chips and cheeseburgers. We encouraged people to share their new ink on instagram.
The Most American Out of Home
Messy, drippy, and comin' at you, whether you like it or not. Carl's Jr. partnered with Adult Swim hit show "Rick and Morty" to showcase our permanent menu items. As you can imagine, it got weird pretty quick. And then it made it to the top of Reddit. Winner of 2016 People's Voice Webby for Branded Animation
RICK AND MORTY THICKBURGER INVASION
Dan Harmon on the Biggest 'Rick and Morty' Moments Ever | GQ
And here’s Rick and Morty creator Dan Harmon breaking down the shows greatest moments ever. Honored to have made the list. We’re at the 5 minute mark.
SPIDERMAN EATS FREE
To help launch the Grilled Cheese Bacon Burger, Carl’s Jr. partnered with the summer’s most hotly anticipated movie, The Amazing Spiderman. In an effort to hijack some of the Spidey mania, we uncovered a big fact. The Spidey suit is the world’s best selling superhero costume, by a landslide. And thus, Spiderman Eats Free was born. A one-day promotion that gave fans a reason to dress up as their favorite superhero. The campaign launched on TV and directed fans to a microsite laying out the costume Dos and Donts, hosted by Spiderman co-creator, Stan Lee.
SPIDERMAN EATS FREE
the promotion got attention...
Carl's Jr. and Hardees partnered with "X-Men: Days of Future Past" to release the Western X-tra Bacon. In an effort to grow our Instagram channel, we invited fans to take a burger selfie and use the hashtag #EatLikeYouMeanIt. We took all submissions and using one of the film's digital designers, we gave each of our hungry mutants an X-Men Makeover. All transformations were also hosted on a microsite gallery.
MYSTIQUE TV SPOT
QUICKSILVER TV SPOT
COLOSSUS TV SPOT
MAN OF STEEL + CARL'S JR
Carl's Jr. and Hardee's partnered with The Man of Steel to launch the Super Bacon Cheeseburger. Shot by the movie's director, Zack Snyder, and featuring Superman himself, Henry Cavill, this film takes a deeper dive in to the lives of the "super men" behind Superman...The Metropolis City Workers.
MCCARTHY TRENCHING MUSIC VIDEO
I was asked by Team Love/Saddle Creek artist, McCarthy Trenching, to create a music video for their release "The Most Attractive Disguise". The result was a simple little film I shot in Omaha, NE on a 16mm hand crank Bolex camera that was drilled into the bow of a rowboat. The video currently has 24K views on youtube.
McCarthy Trenching - The Most Attractive Disguise
Making "Most Attractive Disguise"
CALL OF DUTY + CARL'S JR.
We brought 72andSunny brands Call of Duty and Carls Jr/Hardees together for a first of its kind partnership. The following case study lays out the highlights, including a unique in game weapon, a specially designed in store product, a Veteran's Day promotion, and the ability for gamers to earn in-game achievements that won them free food in store.