Taco Bell.
Over roughly one year working at FCB on Taco Bell, my partner and I were fortunately able to get a tremendous amount of pretty cool work done in a very competitive environment — from TV spots to rad outdoor executions to QR codes made of actual food.
Doritos Locos Tacos
With over 100 million Doritos Locos Tacos sold in the first six months, the taco is clearly a hit. That being said, there are still millions and millions of people who haven't, for whatever reason, gotten around to trying it yet. The idea here was to, through solicited / farmed Instagram shots of real fans enjoying the DLT (see social below), show just how many people have become fans of the taco and to entice people who haven't tried it yet to give one a try.
In addition to contributing to the sale and consumption of like a zillion tacos, this spot (a :30 and a :15 cutdown) won DFCB a 2013 Orange County Advertising Federation Bronze ADDY. Yay.
Happier Hour
The idea behind this spot was to not only sling some value-priced items during a generally slow daypart (henceforth named "Happier Hour"), but to create a feeling of escapism for the consumers - showing them that they have break options outside of their drab, boring work environments and urging them to get out there and experience them by any means necessary.
Cheesy Gordita Crunch
This spot was created in support of the unafraid-of-what-it-is Cheesy Gordita Crunch, and we've made it look as decadent - and unapologetic - as all get-out.
Fourthmeal
Kim art directed/designed these Fourthmeal out-of-home pieces rather brilliantly and painstakingly. I wrote a bunch of damn good lines. We were happy. It embraced the true ethos of Fourthmeal. Rich Siegel talked about them. The project went nowhere. Shit happens. We've moved on.
Credits
Doritos Locos Tacos
Copywriter: Mike Zuckerman
Art Director: Kimberly Linn
CD: John Witting, Jamin Duncan
Agency: FCB
Animation: Superfad
Director (live-action): Keith Rivers
Client: Taco Bell
Happier Hour
Copywriter: Mike Zuckerman
Art Director: Kimberly Linn
CD: John Witting, Jamin Duncan, Adam Nowak
Agency: FCB
Director: The Malloys
Client: Taco Bell
Cheesy Gordita Crunch
Copywriter: Mike Zuckerman
CD/AD: Dennis Pettigrew
Agency: FCB
Director: Irv Blitz
Client: Taco Bell
Fourthmeal
Copywriter: Mike Zuckerman
Art Director: Kimberly Linn
Agency: FCB
Client: Taco Bell