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