With over 1,300 locations worldwide, Five Guys Burger and Fries required a modern digital presence that celebrated its success and the tenets that made it possible. As part of the redesign of the Five Guys homepage, carefully curated content was coupled with dynamic multimedia elements to tell the brand story, highlighting an enduring passion for quality products and good food done right.
Every two years, Five Guys invites its employees to put their kitchen skills to the test for a chance to be crowned the Five Guys Games Champion and walk away with $50,000. The language of the website, which was built specifically to promote the event, captures the excitement surrounding the competition and the intensity of the competitors.
With such a dedicated and driven employee base, no simple announcement trailer would do. I created a script that not only speaks to the headlining events, but also to the passion and level of expertise that separates Five Guys and its crews from others in the industry.
Like apple pie, the milkshake is a sacred totem of Americana. Stakes were high as we embarked upon the milkshake campaign, since it marked the first time in 30 years that an item would be added to the original Five Guys menu. Staying true to the company doctrine of "your order, your way," social posts and accompanying creative emphasized the power of choice and personalization.