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

Creative 0 Add to collection

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.

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Advertiser: Burger King Italy

Brand Communications Manager: Andrea Bomentre

Director: (Marketing) Jesús Cubero

Production Company

Director: Beppe Tufarulo

Production Company: TapelessFilm

Creative Agency

Account Executive: Alberto Rech

Art Director: Alessandro Bigi, Davide Bodano, Giacomo Putignano

Content Producer: Alice Boss, Andrea Fusco

Copywriter: Paolo Platania, Tania Loschi, Jacob Salmona Arcari

Creative Agency: The Big Now, Milan

Executive Creative Director: Stefano Morelli

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