NEW YORK, USA — Burger King’s latest campaign, “Cow’s Menu” highlights its burgers’ main ingredient, talking about how cows release methane gas, which is harmful to the environment, and how Burger King used science and developed a cow feed that reduces methane release.
https://www.youtube.com/watch?v=x6xDv8RX87A
With their creative agency, We Believers and Partisan Pictures director, legendary Michel Gondry, and Pickle Music, the campaign features “the biggest little star in country music,” 11-year-old Manson Ramsey. The campaign uses minimal post production and visual effects. In terms of production design, the tactile set was made of sustainable materials with many moving parts: a Burger roller coaster, a ferris wheel made of cowboy hats, etc. The music had cows burping and farting.
The behind-the-scenes video documents the production in terms of craft, the set, the choreography and the sustainability aspect, like using cotton for the clouds instead of synthetic materials. The cows are made out of wood and eco-friendly foam, and the cutlery on the set was made of avocado pits.
https://www.youtube.com/watch?v=LkVNb_KCnIc
https://www.youtube.com/watch?v=Wk–C-T-vXs
Burger King also released a video that details how the company used lemon grass to improve cow feed.
Fernando Machado, Global CMO of Burger King on Linkedin said, “Thanks Octavio Alson Castelan-Ortega and team for the partnership around reduction of methane emissions. We are all really excited about this work. Thanks for welcoming us in Toluca almost two years ago to share all findings.” Fernando is a global marketer with a passion for growing brands and businesses. With more than 160 Lions in Cannes (8 GPs, including 2 Titanium GPs), 16 D&AD Yellow Pencils, and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Restaurant Brands International, Fernando’s focus is infusing Burger King, Popeyes and Tim Hortons with purpose (incl. sustainability), improving product quality, modernizing design, and inspiring the organization around tech, digital and brand development.
Alexis Estiz, Founder & CCO of Pickle Music, New York remarked on his Linkedin, “For this crafted and bold statement, we at Pickle Music were asked to compose the song as well as work on the sound design and mix, creating the sonic identity of this campaign. Over the course of more than eight months, I traveled several times to Nashville to record and produce in different studios (producing with this little big star named Mason Ramsey!), traveled to LA to work hand in hand with Michel Gondry and The Mill, and finished everything in our new Pickle Music Studios in New York. And all of this couldn’t have happened if it weren’t for the trust of the great team of believers at We Believers, the man behind everything Gustavo Lauria and his amazing team. As well as Burger King, specifically Fernando Machado, for having the courage to blend this amazing sustainable idea with the passion of the craft. And yes guys, so sorry for sticking that chorus in your head!”
Gustavo Lauria CCO and Co-Founder of We Believers on Linkedin:
“Working hand in hand with you Fernando Machado on ideas that truly improve people’s lives is what make advertising way more meaningful. Thanks for believing.”
COW’S MENU CREDITS
Michel Gondry, Director
Maxwell Orgell, Production Designer
Raffi Adlan, Producer
Mandy Moore, Choreographer
Alex Wesfold, Craft Service
Mason Ramsey, Singer
