In the face of Kuwait’s booming gourmet scene, Burger King Kuwait decided to launch a premium range of its own, the Golden Edition.
As a QSR, to stand out in the premium category, we knew we had to do more than rely on foodies or food influencers to put uson the scene. To go one step further, we shifted the narrative from everyday foodies to niche experts in premium goods that the local market could relate to: the gold experts from Kuwait’s gold souk, the true judges of the gold standard.
‘Approved by experts’ is the creative platform used to launch the film where our gold expert, Hakeem (The King of Gold),verifies the authenticity of Burger King Kuwait’s new Golden Edition.
The idea of having a local gold expert from the traditional gold souk opened up a whole new universe of exciting characters and culturally rich stories, with daily life snippets Kuwaitis can relate to. Exposing our audience to content that highlights their local insights and enhances their traditional aesthetics, gave the brand and product an edge over other premium options.
This film was created for Burger King Kuwait and Kout Food Group by MC SAATCHI GROUP (CMS), produced byFilmmaster MEA and directed by Damiano Fieramosca.
Something interesting about the production
To bring the story of the King of the Gold Souk to life, we had to create our own little Kuwaiti corner in a traditional Lebanese street, and while we were all ready to immerse ourselves in this golden universe, Damiano (the director) got Covid, so we had to build a Phil Dunphy-style robot to walk him around the set, which was just LOL. Needless to say, the whole production process was a lot of fun, and finding the right cast for each character got us all swiping right to the best personalities in town.
Quotes from the creatives who brought the story to life togive it a personal feel.
“As creative expats in the region, it was important for us to immerse ourselves in the culture and create content relevant to our audience, but most importantly, one that was close to the heart of all GCC residents, as is the tradition of the Gold Souk.”
Camila Venegas Gomez and Silvia Carreño Vera
Where and when
The film is running in cinemas throughout Kuwait. And the full campaign was launched in mid-July and will run for three months.
AGENCY
AGENCY: M&C Saatchi Group (CMS)
CHIEF CREATIVE OFFICE: Ryan Reed
EXECUTIVE CREATIVE DIRECTOR: Sandy Mcintosh
ASSOCIATE CREATIVE DIRECTOR: Camila Venegas Gomez
COPYWRITER: Silvia Carreño Vera
ART DIRECTOR: Camila Venegas Gomez
ACCOUNT DIRECTOR: Viktoriya Frolova
ACCOUNT EXECUTIVE: Tasneem Nedal
STRATEGY DIRECTOR: Asma Ahmed
PRODUCER: Abir Hanna
MANAGING DIRECTION: Natalie Cooke
PRODUCTION
PRODUCTION HOUSE: Filmmaster MEA
DIRECTOR: Damiano Fieramosca
PRODUCER: Jatinder K Mahli, Kate Campbell
CLIENT
CLIENT: BURGER KING KUWAIT
ZEINAB NAJJAR: Marketing Director
YASMINE AL SAYEH: Senior Marketing Manager
MOHAMED IBRAHIM: Senior Marketing Product Manager
HANEEN SUKKARIAH: Marketing Manager
MAI KHALIL: Social Media Manager
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