Lionel Goldstein
Bicky Beef Miracle
- DirectorLionel Goldstein
- AgencyMortierbrigade
- Production CompanyCzar
ANDREAS NILSSON Lionel Goldstein is a director duo from Belgium and really nice guys. They was and still are a big inspiration for me because they seem to get away with murder. Not sure how many Bicky Beef burgers that this ad managed to sell, probably not a lot. But, hey, thats probably good. We should all eat less beef anyway.
The Bicky Beef Miracle commercial
The Bicky Beef Miracle commercial, directed by Lionel Goldstein - a pseudonym for Belgian filmmakers Koen Mortier and Joe Vanhoutteghem - is a standout example of absurdist advertising. Released in June 2016, it was created for Bicky Burger, a Belgian fast-food brand celebrated for its bold and unconventional marketing.
The ad tells a surreal story in which a cow miraculously produces 100% Angus beef burgers, much to the delight of a group of Belgian villagers and a priest. This eccentric narrative perfectly reflects Bicky Burger's "good/bad taste" philosophy, designed to grab attention and spark conversation.
Working with Lionel Goldstein, the agency Mortierbrigade was able to push creative boundaries, producing a campaign that is both unconventional and memorable. The commercial’s success stems from its daring approach and the brand’s willingness to embrace unique storytelling.
Ultimately, The Bicky Beef Miracle demonstrates the power of unconventional advertising to captivate audiences and leave a lasting impression.