How do you turn a feeling into a character? ---------------- By giving it an unmistakable voice.
White Castle
Follow Your Crave
360° campaign
THE STORYMost brands treat cravings like emotions. We treated ours like a living character. One that could appear at any moment to interrupt conversations, pull you away from big moments, and somehow convince you that White Castle is more important. This campaign introduced a new voice, a new look, and even a new sound, giving ‘The Crave’ an identity people could instantly recognize.
After a resounding response to our Follow Your Crave campaign and its infectious ‘Call of The Crave’ mnemonic, we decided to take it a step further. By repurposing previous creative in a functional way, we found another way to show the impact of our nation-wide phenomena.
Sr. CW - Tyler J. Edwards
Sr. AD - Hyeona Kim
ECD - Saks Afridi
ECD - Eddie Van Bloem