After a long period of un-inspiring Food porn style ads Hungry Jack's was drifting into obscurity.

The brief was to was to create a campaign that introduced and demomstrated the new brand positioning: "Keeping it Real"

We needed to:

- Remind people what Hungry Jack's was all about; real for, for real people, by real people

- Create permissibility and encourage people to embrace the moment; 'when a burger calls'.

BURGER PHONE...

In a world gone mad with; food fads, kale smoothies, brakeless bikes and inverted Yoga, Hungry Jack’s - Australia's Burger King - stands proud as the home of big, bold, no-bullshit burgers.

In this spot, a regular guy has landed in hipster, foodie hell when he’s saved by a call from an unexplained burger phone.

The mysterious caller gives our protagonist a reality check before urging him to “Keep it Real”. This prompts a blockbuster style action sequence away from ‘hipsterville’ and into Hungry Jack’s.

The execution resulted in a hero 90" piece of online film, with complementing 60", 30" and 15" cut-downs.

The film references tropes and characteristics of the action movie genre.

The process involved:

6 months of planning.

Shutting down Little Bourke St in Melbourne.

4 shoot days and multiple locations.