FIVE GUYS
Creative Lead/Copywriter: Nelle Thomas Creative Lead/Art Director: Adam Millman
refreshingly real
We live in a complicated world. You can’t even buy a toothbrush on Amazon without being bombarded by 48 pages of options. Sometimes we just crave something simple. Refreshingly Real is a brand platform built to show the world that Five Guys can be haven of simplicity in a complex world.
Before about 2017, Five Guys had never done advertising at all. For several years after that, they took it pretty slow. Since joining this account as a co-creative lead I have helped bring the Five Guys’ down-to-Earth voice to the masses. We’ve helped build a digital and social backbone into this account that has produced some mind-boggling numbers. Now, we’re pushing them out of their comfort zones a little to bring in TikTok, online video, and nontraditional opportunities for two of their key markets: music and sports fans.
