Five Guys
talking to franchisees in a unique tone of voice
Copywriting
Illustration and animation
Creative Direction
Agency: Will London
Videographer: Carel du Plessis
Internal training materials (short films were used on Instagram too)
Illustration and animation
Creative Direction
Agency: Will London
Videographer: Carel du Plessis
Internal training materials (short films were used on Instagram too)
Five Guys is a unique brand. Essentially they’re Mom and Pop (and four sons) burger joint that just happens ot have grown into a global phenomenon valued at over $1bn.
They do not spend any money on advertising (Founder Jerry Murrell is famously quoted as saying,“We don’t spend money on guys in chicken suits’).
We followed Jerry’s lead when it came to creating work to talk to new franchisees. Everything hand-made (just like their burgers) and no frills (just like their stores) in short animated films and example A-board posters that delivered the Five Guys origin story and way of doing things in the brand’s distinctive no-nonsense way.
They do not spend any money on advertising (Founder Jerry Murrell is famously quoted as saying,“We don’t spend money on guys in chicken suits’).
We followed Jerry’s lead when it came to creating work to talk to new franchisees. Everything hand-made (just like their burgers) and no frills (just like their stores) in short animated films and example A-board posters that delivered the Five Guys origin story and way of doing things in the brand’s distinctive no-nonsense way.