B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant
BUZZMAN Paris, FRANCE
Idea Creation
BUZZMAN Paris, FRANCE
Production
SOLAB Paris, FRANCE
Production 2
THE Paris, FRANCE
Credits
Name
Company
Position
Georges Mohammed-Chérif
Buzzman
President and Executive Creative Director
Thomas Granger
Buzzman
Vice - President
Julien Levilain
Buzzman
Managing Director
Philippe Boucheron
Buzzman
Art Director
Patrice Lucet
Buzzman
Copywriter
Mona Saleh
Buzzman
Art Director Assistant
Loïc Coelho
Buzzman
Head of Account
Adélaïde Destaillats
Buzzman
Account Manager
Antoine Boizeau
Buzzman
Account Executive
Clément Scherrer
Buzzman
Head of Strategic Planning
Amélie Juillet
Buzzman
Head of Communication & PR
Paul Renaudineau
Buzzman
PR & Communication Manager
Dee Perryman
Buzzman
Rights Management
Vanessa Barbel
Buzzman
Head of TV Production
Ayman Jaroudi
Buzzman
TV Producer
Jérôme Langlade
Solab
Director
Write a short summary of what happens in the film
In this campaign, we can see casting videos of real people and non-professional actors trying to present a new range of small and cheap products from the brand.
Their performances are terrible, really bad played, absolutely non convincing but definitely cute and funny.
All the videos ended with a packshot presenting the DEALS, a new range of products sold for less than 2€, and a baseline claimed by a voice over: “The Deals for less than 2€. At that price, anyone could sell them".
Cultural / Context information for the jury
BURGER KING is a young brand in France (back in 2013 after 15 years of absence) and then need more than some older ones to educate the consumers and fight some barriers.
Among them is a problem of price perception. The brand is indeed perceived as too expensive by the population.
And when we know that value is one of the key visit drivers for fast food restaurants (14% of the visits), that could be a major issue to solve.
That's the reason why BURGER KING created THE DEALS: a new range of small products sold for than 2€.
And to introduce them to the French people, we decided to present them in the simpliest and most transparent way.
If our products are cheap and the deals as good as we claim them, then we don't need marketing tricks to convince people to buy them. The price should be enough.