Burger King: "You're King Material"
A recruitment campaign targeting Everyman. And Everywoman.
And so the King decreed that I summon candidates whose profiles ranged from teens seeking a character-building first job...to moms desiring a secondary income...to Seniors who still wish to be in the public loop. A grand challenge, indeed! The mood had to match the "Kooky King" attitude established in the national consumer campaign -- yet be different enough to set it apart. I thereby coined the phrase "You're King Material," and poured forth the campaign herein, of which you see numerous fine posters and a print ad execution.
"Fun with a future" was the order of the day. The campaign delivered. So much, that it was hailed throughout the land, garnering huzzahs from Media & Advertising columnist Stuart Elliott of the New York Times, no less!
The King was pleased.
And so the King decreed that I summon candidates whose profiles ranged from teens seeking a character-building first job...to moms desiring a secondary income...to Seniors who still wish to be in the public loop. A grand challenge, indeed! The mood had to match the "Kooky King" attitude established in the national consumer campaign -- yet be different enough to set it apart. I thereby coined the phrase "You're King Material," and poured forth the campaign herein, of which you see numerous fine posters and a print ad execution.
"Fun with a future" was the order of the day. The campaign delivered. So much, that it was hailed throughout the land, garnering huzzahs from Media & Advertising columnist Stuart Elliott of the New York Times, no less!
The King was pleased.
