White Castle
Ask: "Develop a punchy, social first campaign to appeal to a new generation of Gen Z White Castle consumers."
Insight: Thanks to social and other media, Gen Z has been fed a steady diet of false perfection. And they’re sick of it.
Idea: At White Castle perfection isn’t even in our dictionary. We say, live for today and embrace the mess in all its greasy glory. So you can be your best...tomorrow.
Art Director: Jacob Freedgood
Copywriter: Jacob Freedgood
Developed at Joan Creative under Torie Sullivan and Zach Sterman
Doer of Nothing
We want to hire people to sit in our stores and do nothing! It's a job with no responsibilities, no tasks, no duties, just vibes. We'll hire a doer of nothing at all our locations around the country.
The Blabkin
It’s a blanket.
It’s a napkin.
It’s engineered for the ultimate bed rot experience.
Bedrotting is all about indulging today and letting tomorrow be tomorrow. That’s why we’re giving 10 lucky Gen Z student influencers an honorary White Castle Blapkin - a branded snuggie with pockets for snacks and sliders - to share their bed rotting routines.
Users who share their bed rot and show us they’re true underachievers will have the chance to win a limited edition White Castle Blapkin of their own.
Honor Roll
Let’s honor kids who didn’t make it onto their school honor roll, with an honor roll of our own. Introducing the honor roll!
A limited edition slider from White Castle that is only available to students with a 3.7 GPA or less at their date of graduation.
We’ll even give you a bumper sticker to flex on your friends just in time for graduation.
And one for your Mom, too!
Then let’s pull up to high school and college graduations across the country in the Crave Mobile to give new graduates free Honor Rolls…
…but only if you were an underachiever.
Doer of Nothing
We want to hire people to sit in our stores and do nothing! It's a job with no responsibilities, no tasks, no duties, just vibes. We'll hire a at all our locations around the country.
The Blabkin
It’s a blanket.
It’s a napkin.
It’s engineered for the ultimate bed rot experience.
Bedrotting is all about indulging today and letting tomorrow be tomorrow. That’s why we’re giving 10 lucky Gen Z student influencers an honorary White Castle Blapkin - a branded snuggie with pockets for snacks and sliders - to share their bed rotting routines.
Users who share their bed rot and show us they’re true underachievers will have the chance to win a limited edition White Castle Blapkin of their own.
Honor Roll
Let’s honor kids who didn’t make it onto their school honor roll, with an honor roll of our own. Introducing the honor roll!
A limited edition slider from White Castle that is only available to students with a 3.7 GPA or less at their date of graduation.
We’ll even give you a bumper sticker to flex on your friends just in time for graduation.
And one for your Mom, too!
Then let’s pull up to high school and college graduations across the country in the Crave Mobile to give new graduates free Honor Rolls…
…but only if you were an underachiever.