US Creative Work of the Week: Jack in the Box – ‘#NationalBurgerDay’
Brands love to get in on the excitement of (made-up) food holidays like National Pancake Day, National Donut Day and National Chocolate Ice Cream Day on social media. Recently, fast-food chain Jack in the Box created an entire social media campaign around National Burger Day (May 28) to promote its ‘buy one, give one’ offering with a series of six short videos.
Created by David&Goliath, the campaign has been voted by US Creative Works readers as US Creative Work of the Week.
In each short film, brand mascot Jack Box – who also “serves” as the brand’s founder and CEO – is seen sitting in his office clad in a suit and tie as he tells consumers about the holiday promotion.
He then gives suggestions about who people can give their second burger too, like their mom, coach of the local Pee Wee football team, or the guy who is stuck playing tambourine in the band and is “only up there” because he’s the lead singer’s third cousin.
His giving spirit then becomes too much for him to bear, so much so that he begins to uncontrollably sob and the cameras are forced to stop rolling.
The six short films ran on Facebook and Twitter during the days leading up to National Burger Day and were each geo-targeted to specific demographics depending on their content.
If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.
Credits:
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Executive Creative Director: Steve Yee
Executive Creative Director: Bobby Pearce
ACD/Art Director: Rory Odani
ACD/Copywriter: Jason Miller
Junior Art Director: Henry Hsu
Social Media Art Director: Fabienne Wente
Director of Broadcast Production: Paul Albanese
Agency Executive Producer: Karen Jean
Senior Agency Producer: Juliet Diamond
Agency Producer: Carlie Naftolin
Group Account Director: Michele Tebbe
Account Director: Bryan Reugebrink
Management Supervisor: Nancy Diaz
Account Supervisor: Denny Tran
Account Coordinator: Shannon Stucke
Senior Project Manager: Lila Anton
Project Manager: Mark Diaz
Sr. Social Strategist: Natalie Gomez
Sr. Digital Strategist: Rachel Fletcher
Digital Analytics Manager: Shaun Jacobs
Production Company: Spinach
Director: Bobby Pearce
Director: Steve Yee
Director of Photography: Omar Morales
Head of Production: Adam Bright
Production Company: Spinach
Editorial House: Spinach LA
Editor: Dan Bootzin
Assistant Editor: Carlos Crooks
Producer: Hunter Conner
Producer: Jonathan Carpio
Fell VFX
VFX Supervisor: Russell Fell
Executive Producer: Rachel Koch
Mix Facility: Margarita Mix
Sound Designer/Mixer: Nathan Dubin