Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Team of Pensioners Build a Burger King in New Campaign from The Big Now


Agency utilises the up-and-coming cultural trend of Italy's elderly 'Umarells' to find the #KingofUmarells

Team of Pensioners Build a Burger King in New Campaign from The Big Now

Every day, hundreds of Italians ask when and where a new Burger King restaurant will open. How could Burger King alert them when their new restaurants were opening in a cool and unexpected way?

Milan-based agency The Big Now's idea came from the analysis of an up-and-coming trend in Italy: the 'Umarells'. 'Umarell' is a slang term used to describe elderly retirees who love to spend their free time – which is a lot – watching construction sites, dispensing advice that no one listens to.

Through a targeted recruiting process, the agency chose five Umarells to become the #KingofUmarells to help build a new Burger King.


Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Restaurants, Retail and Restaurants, Thu, 26 May 2016 09:22:53 GMT