The Drum Awards Festival - Official Deadline

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Client: Carl's Jr.
Date: Feb 2018
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To most consumers, Carl’s Jr and Hardee’s are essentially the same restaurants, and their creative campaigns have tied together in nearly everything except name. Now, CKE Restaurants, the parent company of both brands, is letting new creative agency of record (AOR) Havas Chicago make two separate personas for the burger joints, featuring a new campaign for Carl’s Jr voiced by Matthew McConaughey.

CKE Restaurants announced that it will create two separate, distinct brands, under CKE, while keeping the “quality, taste and value of the food firmly as the star,” according to a release. A major step in the brand evolution comes with the selection of Havas Chicago as AOR, now responsible for digital, social, TV, radio and OLV content needs for both brands. Havas will build separate brand identities for Carl’s Jr. and Hardee’s, starting immediately with Carl’s Jr.

Carl’s Jr, once known for its use of scantily clad women eating burgers in its ads, gets the first shot, with a new multi-channel campaign and voice. The campaign, titled, ‘Call of Carl’s,’ is voiced by Matthew McConaughey, who also drives the ads for Lincoln and Wild Turkey. On this campaign, the brand embarks on crusade to create a ‘crave culture’ around the brand’s Western Bacon Cheeseburger. In the spot, McConaughey glides over a beat poet-style cadence full of alliteration and plenty of juicy shots of the burger. Other elements include gifs and radio.

Credits

Client/Brand: CKE Restaurants, Carl’s Jr.

Campaign: The Call Of Carl’s

Client/Brand Executives

Chief Marketing Officer: Jeff Jenkins

Sr. Director Brand Marketing: Harry Mulkey

Director of Digital Marketing: Meredith Martin

Creative Agency: Havas Chicago

Chairman and Chief Creative Officer: Jason Peterson

Chairman and Chief Executive Officer: Paul Marobella

President and Chief Client Officer: Tatia Torrey

Chief Strategy Officer: Anna Parker

Head of Content, North America: Dave Evans

Group Brand Director: Mariana Parke

Director of Business Affairs: Bonnie Hamilton

Creators

Group Creative Directors: Karen Goodman, Benny Jackson

Creative Director: Danny Mota

Copywriter: Daniel Cobb

Copywriter: Sandy Sarria Aldrey

Art Director: Jonathan Chang

Strategy Director: Jon Schultz

Executive Producer: Brigette Whisnat

Executive Producer: Peter Feldman

Content Producer: Bridget Danko

Group Account Director: Jenny Bennett

Account Director: Lisa Sokolnicki

Production

Taste

Director: Thomas Schauer

Executive Producer / Partner: Tim Case

Executive Producer: Becky Donahue

Head of Production: Marieta Blaskova

Line Producer: Nina Sloan

Executive Producer: Marieta Blaskova

DP: Thomas Schauer

Post Production

Edit: ODD

Editor: Neil Gust

Asst. Editor: Chelsea Smith

Producer: Nakia Cooper

EP: Matthew Turke

Graphics: ODD

Creative Director: Gary Breslin

Color: The Mill

Colorist: Fergus McCall