Carl's Jr. needed an image shift after building a reputation as a sensationalist brand that banked on bikini models devouring dripping burgers. Not only was this not cool, it wasn't appetizing and consumers were making it clear.

The brief was quite simple; put the emphasis back on the burgers. No more gimmicks and cheap visuals to draw attention. Carl's needed to treat its big ol' juicy burgers like heroes in a world full of people desperately awaiting to be rescued.

We positioned our strategy directly on hunger and the moment when it strikes the brain. This is a communication between the stomach and the mind, and the neurons that trigger rapid-fire impulses that lead to desire. The campaign is a visual feast and manifestation of this communication with Matthew McConaughey playing the role of hunger.