MullenLowe U.S. has just helped Burger King to steal one of McDonald’s most famous assets, Happy Meals. The partners have launched Real Meals – aimed at fast food’s other target market, millennials. (You know that Happy Meals are for children, right?) – and they have launched the new meals in a music video that grabs young adults by their hyperactive emotions and doesn’t reveal itself as an ad until the last few seconds.
The new meals (US only so far, and only available in five restaurants, in Austin, Seattle, Miami, Los Angeles and New York City) include the Blue Meal, for when you’re feeling down; the DGAF Meal, for people who don’t give a rat’s arse; the Pissed Meal, for the angry; the Salty Meal, for when you’re upset; and the YAAAS Meal, because life isn’t always tragic even in the not quite adult years. Each Real Meal contains a Whopper, fries and a drink.
The Real Meals and their video also have a noble purpose. The campaign launched on May 1 to coincide with the beginning of Mental Health Awareness Month, and is the result of a partnership with Mental Health America, a community-based non-profit that works to address the needs of those living with mental illness and promotes the overall mental health of all Americans.
The campaign film, Feel Your Way, was shot in 35 mm and is running online and in social media.
https://youtu.be/PjxRUEA0Tdo
Burger King has made a number of campaigns that bond the brand to social issues, beginning with the very much awarded Peace One Day work in 2015.
David São Paulo & Burger King: Would you like a burger made up of someone else’s choices?
David the Agency Miami: Burger King provokes women with its double-price Chick Fries
Credits
Agency: MullenLowe US
Chief Creative Officer: Mark Wenneker
Executive Creative Directors: Tim Vaccarino, Dave Weist & Scott Hayes
SVP, Group Creative Directors: Scott Stripling & Enrique Camacho
SVP, Creative Director, Digital and Social: Dustin Johnson
Associate Creative Directors: Jennifer MacFarlane & Cody Dummer
Director of Integrated Design: Michael Molinaro
Associate Creative Director: Allison Hughes
Senior Copywriter: Tara Nelson
Art Director: Britney Drotleff
Copywriter: Vanessa deBeaumont
Production: Lisa Setten, Zeke Bowman, Brian Smith, Vera Everson, Tracy Maidment, Aidan Finnan & Abbey Daniel-Green
VP, Group Strategy Director: Mike Cassell
Senior Business Affairs Manager: Amy Keddy
Senior Project Manager: Kelly Benson
Project Manager: Tia Coulter
Account Management: Kerry McKibbin, Alison Whisenant, Caroline Bailey & Leila Chee
Production Company: Missing Pieces
Director: Jared Knecht
Editing Company: Friendshop
Editor: Alex Pirrone
Assistant Editors: Lauren Hayes & Josh Nowlan
Motion Graphics: Rebecca Bolde
Managing Director & Executive Producer: Melissa Mapes
Producer: Laura Shackleford
Colour: MPC NY
Colourist: James Tillett
Color Producer: Jenna Gabriel
VFX: MPC NY
VFX Supervisor: Rob Walker
Compositor: David Anger
Producer (VFX): Carlos Zalapa
Original Music: Butter Music & Sound
Managing Director: Ian Jeffreys
Composer & Executive Creative Director: Tim Kvasnosky
Executive Creative Director: Aaron Kotler
Chief Creative Officer: Andrew Sherman
Audio Post: Sound Lounge NY
Sound Design & Mix: Tom Jucarone
Producer: Alicia Rodgers
Client: Burger King
Global Chief Marketing Officer, Burger King: Fernando Machado
Head of Global Brand, Burger King: Marcelo Pascoa
Head of Marketing, Burger King North America, Renato Rossi
Advertising, Media and Communications, Burger King North America: Diego Suarez
Media, Traditional, Digital and Social, Burger King North America: Jorge Oliveira
Social Media and Digital Marketing, Burger King North America: Flavia Guetter
Advertising and Merchandising, Burger King North America: Nicole Alevizos
Advertising, Burger King North America: Liza Keller
Media, Traditional and Digital, Burger King North America: Madeline McDermott
