Chef-Fungi
Strategy, film, creative direction, concept, idea.
Is it controversial for a burger restaurant to talk about psychedelic mushrooms?
Maybe what’s more controversial is that, despite research into their potential to help treat depression, they remain illegal.
Maybe what’s more controversial is that, despite research into their potential to help treat depression, they remain illegal.
This time, what we wanted to put in everyone’s mouths was a conversation. We put our entire campaign budget into starting a social conversation in the country, even if it meant taking some risks along the way.
First, we consulted with a wide range of experts, including people who might disagree with us. Then, using everything we learned, we created a five-episode documentary series that invited people to approach the subject responsibly and without prejudice.
Selling burgers doesn’t have to be the only thing a burger restaurant does.
So what did we do? What anyone would do: we kept the conversation going and made our voice even louder. We filled every campaign piece with QR codes leading to more information, brought experts together, organized debates, gave talks, appeared in the media, created another account, and kept talking.
When it comes to the results of this idea, we don’t like talking about impressions, engagement, visibility, ROI, and so on. We’d rather talk about the woman who thanked us for helping her show her daughter an alternative way of thinking about her depression. About all the conversations families had around the subject. About the community we managed to build. And about the social conversation we helped spark in the country.
