U.K. burger brand Rustlers has taken an unusual approach to celebrating the 150-year anniversary of the burger in its latest quirky campaign by Droga5 London. It's created a 72-minute "biopic" of the hamburger's origins in the style of a German arthouse film.
"The Seas Between Us," directed by Katharina Behrens, celebrates the city of Hamburg’s world-famous culinary export. In the film, the hamburger is personified as a German immigrant on his deathbed recanting the story of how he set sail to America to make his fortune, to a documentary filmmaker.
But this is not your run-of-the-mill piece of content. The film is distinctively "arthouse"—it's made entirely in German and features character actor Paul Fassnacht, who starred in iconic German film "The Lives Of Others," as the Hamburger. It premiered in Berlin arthouse cinema Babylon Kino, before launching on Amazon Prime Video. It's also supported by a broader social media campaign in Germany. The film has an original jazz score, which is also available to stream on Spotify.
“The process of creating from scratch a legitimate piece of arthouse cinema was daunting enough," said Droga5 London creative director in a statement. "Then we realized, to be true to the idea of the hamburger being created in Germany, the film also had to be in German. Which none of us spoke. Some might say that it was an insane thing to undertake. Those people have obviously never worked on Rustlers."
Droga5's previous work for Rustlers includes a VR experience set in London's Great Smog, in which you can't actually see anything, and a film chronicling the miserable life of an elderly man, until he finally gets to microwave a Rustlers burger.