Hip-hop artist and entrepreneur Rick Ross has teamed with Checkers Drive-In Restaurants to buy several Checkers & Rally’s franchises in the Greater Miami area and his native, nearby Carol City, Fla., the company announced.
In collaboration with Atlanta agency Fitzgerald & Co and Woven, Ross and Checkers & Rally’s created a documentary-style film about his deep connection with Checkers and life as a “Fast Foodie.” It tells the story of what the brand meant to him and his friends growing up—big, bold taste at an incredible value. The work marks the official launch of the partnership between Checkers and Ross.
Ross narrates the video while driving around his old haunts in Carol City. Scenes of kids and young adults on the playground, the schoolyard, and on the road flash by to his voiceover. Ross tells of the dreams and aspirations he had while growing up and how Checkers was a centerpiece of some of the best memories he had with his friends and family. The video also draws a direct line from Checkers to hip-hop culture.
Digital advertisement created by Fitzgerald+CO, United States for Checkers & Rally's, within the category: Food.
Chief Creative Officer: Noel Cottrell
Group Creative Directors: Ryan Boblett, Carl Corbitt
Creative Director: Dave Gordon
Associate Creative Director: Jean Tanis
Chief Strategy Officer: David Matathia
Account Director: Jeff Quick
Management Supervisor: Madison Gargan
Assistant Account Executive: Lauren Edwards
Business Director: Mike McGarry
Chief Media Officer: Liz Daney
Group Media Director: Anna Sherrill
Assistant Media Director, Digital: Jessica Fergen
Digital Media Company: Woven
Chief Executive Officer / Chief Creative Officer: Benjamin Blank
Head of Studio: Kurt Anderson
Studio Creative Director: Bridger Nielson
Head of Post Production: Matt Lividary
Content Strategist: Kaila Mulcahy
Creative Brand Strategist: Dina Gachman
Director of Brand Partnerships: Eddie Peña
Brand Strategist: Eric Chan
Producer: Ricky Lloyd George
Director of Photography: Alastair McKevitt
Client Services Manager: Ryan Lee