Cannes Lions

"X-MAS Hangover"

GRABARZ & PARTNER, Hamburg / BURGER KING / 2024

Film
Supporting Content
Film
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Overview

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Credits

Overview

Background

At Christmas, all brands outdo each other with emotional Christmas films. It's really hard for Burger King to stand out, because: Burgers just don't really go with Christmas, do they? Our task was to create an emotional Christmas campaign that would whet the appetite for burgers and fries in the season of gingerbread and cookies. The solution: company Christmas parties. People drink a lot here and the next morning they need something hearty to combat the hangover. In addition, a representative study shows that Germans prefer to reach for burgers when they have a hangover. A perfect fit. This is how we manage to turn burgers and fries into heroes of the Christmas season and entertain people with our films instead of making them cry.

Execution

The movie lives from the smallest emotions, the smallest mimic subtleties, the smallest movements in the face. It was therefore particularly important for the cinematography to capture these micro-impressions and to guide the actor in such a way that the entire emotion and every detail of the story could be seen and experienced in his face. Whether shame, surprise, disbelief or a furtive joy - all these emotions had to be believably recognizable, because only then could the film fully develop its humorous potential. To give the film a modern and cinematic look, it was shot in open-gate format.

Outcome

While all other brands try to create a contemplative mood with maximum tearjerkers during the Christmas season, our films were able to surprise with humor and stand out from the crowd. The minimalistically staged inner struggle of our protagonists was a favorite of the community. The films were positively received by the press and loved and shared by the fans. In this way, we managed to make Burger King relevant at Christmas and proved that humor also prevails in the dark season.

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