Burger King: Feel Your Way Real Meals by MullenLowe U.S.

Date: May 2019
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Burger King understands that no one is happy all the time. In a jab at the McDonald’s Happy Meal, the burger chain is asking guests to order a Whopper meal based on however they might be feeling with new boxes, dubbed ‘Real Meals.’

The boxed meals come in a variety of different moods, and 'happy' isn’t one of them. The Real Meal moods include the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal. The boxes can be ordered with the purchase of a Whopper meal.

With the Real Meals campaign, the Burger King brand believes in authenticity and welcomes all guests of all moods. With the pervasive nature of social media, there is pressure to appear happy and perfect, but with Real Meals, Burger King celebrates being yourself and feeling however you want to feel.

May is Mental Health Awareness Month, and the Burger King brand has partnered with Mental Health America on the campaign. Mental Health America is a leading community-based non-profit dedicated to addressing the needs of those living with mental illness and to promoting the overall mental health of all Americans.

A film to support the initiative launches on YouTube. Shot in 35mm, it takes a raw look into the reality of feeling your way that’s both empathetic and celebratory.

Credits

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

Agency: MullenLowe US

Chief Creative Officer: Mark Wenneker

Executive Creative Director: Tim Vaccarino

Executive Creative Director: Dave Weist

Executive Creative Director: Scott Hayes

SVP, Group Creative Director: Scott Stripling

SVP, Creative Director: Enrique Camacho

SVP, Creative Director, Digital and Social: Dustin Johnson

Associate Creative Director: Jennifer MacFarlane

Associate Creative Director: Cody Dummer

Director of Integrated Design: Michael Molinaro

Associate Creative Director: Allison Hughes

Sr. Copywriter: Tara Nelson

Art Director: Britney Drotleff

Copywriter: Vanessa deBeaumont

SVP Executive Director of Integrated Production: Lisa Setten

SVP, Head of Integrated Production: Zeke Bowman

VP, Executive Producer: Brian Smith

Sr. Producer: Vera Everson

VP, Director of Art Production: Tracy Maidment

Director of Print Production: Aidan Finnan

Content Producer: Abbey Daniel-Green

Animator: Ryan Dight

Animator: Andrew Lee

Sr. Photographer: Erika LaPresto

Digital Imaging Supervisor: Nick Bleil

Sr. Digital Imaging Artist: Alex Abdalian

Senior Production Artist: Nat Novak

VP, Group Strategy Director: Mike Cassell

Social Content Writer: Arielle Mulgrew

Senior Business Affairs Manager: Amy Keddy

Sr. Project Manager: Kelly Benson

Project Manager: Tia Coulter

VP Account Director: Kerry McKibbin

Account Supervisor: Alison Whisenant

Sr. Account Executive: Caroline Bailey

Account Executive: Leila Chee

Production Company: Missing Pieces

Director: Jared Knecht

Editorial: Friendshop

Editor: Alex Pirrone

Assistant Editors: Lauren Hayes & Josh Nowlan

Motion Graphics: Rebecca Bolde

Managing Director/Executive Producer: Melissa Mapes

Producer: Laura Shackleford

Color: MPC NY

Colorist: 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/ECD: Tim Kvasnosky

ECD, Butter: Aaron Kotler

CCO, Butter: Andrew Sherman

Audio Post: Sound Lounge NY

Sound Design/Mixer: Tom Jucarone

Producer: Alicia Rodgers

Overall Rating
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Overall Rating
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