associate creative director_

When you are truly enjoying something, you don't care about how you look, and that's beautiful.
Real people don't look sexy while eating a messy burger, so why would they on our ad? This twist on the traditional "Crave campaign" brought us awareness from the media (+6MM€ earned media) and the people (sales went up +25,8%), proving that an ugly face of enjoyment sells better than a restrained pretty one.