There's nothing sweeter than friends you love.
Is overpriced food all they have?
When you think of Shake Shack, your first thought is their menu. Your second thought is that McDonald's has the cheaper version.
Today's rebrands are even colder than ice cream.
Everywhere you look, a brand has a new "sleek" look, subsequently erasing their history and everything that makes them unique.
Strategy: Meet the Shack Pack.
Follow a relatable, quirky group of friends as they learn and grow together. Life's unpredictable, but you can always rely on a shake with friends.
We love having someone to love.
Consumers need something, or someone to help them connect to a brand. There's nothing more comforting than familiarity.
Introducing the Shack Pack
Follow roommates Alex, Lila, Ryan, and Sophia as they show us how they chill. In our sitcom-inspired spots, we'll laugh, cry, and maybe even fall in love. But no matter what happens, we'll always end it together with a shake.
Follow your favs
The Pack doesn't stop at commercials. Each member will have their own Instagram with curated posts according to their aesthetics. Follow them behind the scenes to better get an idea of who they are!
1/4 of the Shack Pack.
1/4 of the Shack Pack.
1/4 of the Shack Pack.
1/4 of the Shack Pack.
Experiential: Bring the community to you
The Shack Pack isn't the only friend group that can have fun at Shake Shack. We want to remodel the restaurants to include chill zones: bean bags, fairy lights, milkshake bars, and board games... everything you need for the perfect hangout. When you think of Shake Shack, you think of friends.
See you there!
These shakes represent a feeling--the feeling of community. Our outdoor ads will be in places you normally go with friends: the mall, parks, and on campus.
My Role
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Social Listening
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Strategy + Insights
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Sitcom character personas
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Editing commercial
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Mood Board
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Photography
Team: Dana Przybocki & Whitney Holland