You’re Never Alone with Shake Shack is a concept I came up with for a subway-centric ad campaign targeted at urban Millennial and Gen Zers. I came up with the idea one day reading this article in the Guardian that describes how people in the inner city like McDonald’s not because of the food but because it’s a place for the community to hang out at.
I thought of a similar angle for Shake Shack. You’re never alone with Shake Shack. It’s the place where you had your first kiss or where you and your friends would hang out after classes. It’s where you came up with that brilliant idea that changes the world for the better. Shake Shack isn’t just a burger joint; it’s a reflection of the community it’s in.