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Here's what 5 guys has been up to!
- Color palette is almost solid!
- Ads are %75 DONE!
- Website is getting there...
- Menu is DONE!
- Stationery is waiting on the color palette to stop being so confused on what it's favorite color is....
- Packaging & Restaurant design is in the works...
- App (ordering app), newsletter, guerrilla element, capstone element, and campaign budget is in the works...
Woho!
WHY? (Problem or opportunity) Five Guys brand is lacking personality. It can benefit from creating a community for BURGER & FRY fanatics and build better brand loyalty. WHO?(target market) Primary market: Mellinials ages 16-30 Insight? Fries are the most important part of a burger meal. KEY IDEA : How did burger meet fry?
Sketches in progress....
THE FOOD AND THE STORE!
FIVE GUYS IS IT! The Five Guys Story Five Guys has been a Washington, DC area favorite since 1986 when Jerry and Janie Murrell offered sage advice to the four young Murrell brothers: "Start a business or go to college."The business route won and the Murrell family opened a carry-out burger joint in Arlington, Virginia. Under the guidance of Jerry and Janie, the Murrell family served only hand-formed burgers cooked to perfection on a grill along with fresh-cut fries cooked in pure peanut oil. The little burger joint quickly developed a cult-like following. Press paid attention. Customers voted the burger"#1" in the metro area. During the 1980's and 1990's the Murrell family perfected their simple system. Five Guys was The Place to get a fresh, juicy burger with all the toppings you could stuff between fresh-baked buns. A fifth brother was born and, as their family grew, so did their business. Four more restaurants with sit-down seating were added to accommodate the growing clientele. Early in 2003 Jerry and Janie, together with the five"guys" began offering franchise opportunities. In just under 18 months, Five Guys Enterprises sold options for over 300 units. The overwhelming success of franchising a local restaurant made national news with articles in trade publications such as Nation's Restaurant News, Restaurant Business Magazine, and the Franchise Times. Now, over 20 years after Five Guys first opened, there are over 1,000 locations nationwide and over 1500 units in development. Five Guys continues to receive media attention and has grown a cult-like following around the world. History 1986: The first Five Guys location opens in Arlington, VA. 1986 - 2001: Five Guys opens five locations around the DC metro-area and perfected their business of making burgers... and starts to build a cult-like following. 2002: Five Guys decides DC metro-area residents shouldn't be the only ones to experience their burgers and start to franchise in Virginia and Maryland. 2003: Five Guys sells out of franchise territory within 18 months and starts to open the rest of the country for franchise rights. 2003 - Present: Five Guys expands to over 1,000 locations in 47 states and 6 Canadian provinces. Facts There are over 250,000 possible ways to order a burger at Five Guys. We use only fresh ground beef. There are no freezers in Five Guys locations, just coolers. Nothing is ever frozen. We use only Peanut oil.
FINALE!
working with these little ones was such a blast!
The War Inside
behind the scenes
The many faces of ADONIA
Storyboards & print ads in process.
WEEK 3
The PCRF project continues to evolve into a powerful and visually intimate set of stills that inspired the video portion of the project. I will be working with ADONIA, a 5 year old beauty from Palestine to produce an emotionally graphic view of the living day Palestinian child. This non-political strategy will not take sides and will work with other components of the campaign to deliver a powerful message.
WEEK 2
CLIENT
PCRF.net, The Palestine Children’s Relief Fund is a registered non-political, non-profit, 501(c)3 tax-exempt organization that was established in 1991 by concerned people in the U.S. to address the medical and humanitarian crisis facing Palestinian youths in the Middle East. It has since expanded to help suffering children from the region, based only on their medical needs. We do not discriminate based on religion, gender, nationality or sect.
MEDICAL MISSIONS
We organize and run hundreds of volunteer missions from all over the world to Palestine and Lebanon's camps providing children free care and local medical personnel with free training.
TREATMENT ABROAD
We arrange medical care all over the world for sick and injured children from the Middle East who cannot be adequately treated in their homeland.
HUMANITARIAN PROJECTS
We sponsor humanitarian projects in Palestine and Lebanon to provide relief for poor and needy children, including wheelchairs, summer camps, and a Child Sponsorship Program.
COMPETITION
Organizations that support Palestine:
Savethechildren.org:As of today, Save the Children is delivering medical aid, and providing children with psychosocial support. We have already reached over 1,300 family members in Gaza.
Projecthope.ps: We help create safe and supportive spaces where children, youth and other community members can learn, thrive, and grow. Through our educational, artistic and recreational programs, we aim to empower Palestinian children and youth who have grown up in a context of violence and occupation, giving them the tools they need to access a better future.
Organizations that support Israel:
International Fellowship of Christian & Jews: Based in Chicago and Jerusalem, The Fellowship operates under the leadership of Rabbi Yechiel Eckstein, and is governed by an independent board of directors, people from both faith groups who share our strong belief in building bridges between the Christian and Jewish communities.
Israelgives.org: IsraelGives.org is the world's main website for charitable giving to Israel. Here, you can donate online to any of Israel's 30,000 nonprofit organizations. Since 2009, we've helped over 150,000 people donate to donate to Israel, and revolutionized the way that the world connects to Israel.
RESEARCH
The Palestine/Israeli conflict has been happening throughout history since the 1940’s. Since September of 2000, the deaths of Israeli children compared to Palestinian children is significantly higher. 132 Israeli citizens under the age of 18 have been claimed dead compared to 2,045 Palestinians under the age of 18. The distribution of Palestinian fatalities happen to land within the age group of 0–12 and usually within the month of January or April. The city that receives the most bombing is Gaza while air and ground attacks.
The stages of grief are very crucial for the Palestinian youth. Most end up as orphans, and grow up with severe depression and other disorders from what they have seen throughout the many years of war.
AUDIENCE
18-30 American citizens who are unaware of the Palestinian/Israeli conflict.
STRATEGY
Create a HUMANE campaign that grabs the attention of the demographic between 18–30. The use of children in the video elements and the photography will engage the audience emotionally and place them in similar environments.
The children, Adonia & Iyad will be put in a simple and white environment when filmed. The simplicity of the environment will make the viewer focus on the emotions the child is going through.
MEDIA
