Bask Bear: Fast-Food Face-Off

4. Outdoor Kancils [4.1a Best use of billboards: Single]

Product/Service:

Food & Beverages

Client:

Bask Bear, Loob Holdings

Brief:

Bask Bear, a fast-food chain promoting confidence, aimed to raise awareness and encourage trials of its new menu. The campaign's goal was twofold: challenge market leaders and position Bask Bear as a strong alternative.

Solution:

Bask Bear made a series of billboards, featuring implied mentions of competitors' mascots humorously endorsing Bask Bear Burgers, playfully demonstrating Bask Bear's confidence in competing with global fast-food giants. Positioned near busy McDonald's and KFC locations, the ad emphasized Bask Bear's boldness and the contrast between the brands.

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