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Fennel Opens the Boardroom With Behind Closed Doors
Fennel's "Behind Closed Doors" is a 2023 United States documentary-style film campaign that dramatises statements from a globally renowned fast-food company's 2022 annual general meeting to show individual investors how corporate decisions on plastic pollution, lobbying, and antibiotics in livestock are made out of public view.
Fennel is a mobile investing app built around a single proposition: individual investors deserve the same access to corporate accountability that institutional shareholders have long exercised. The "Behind Closed Doors" campaign, developed in close collaboration with agency 10 Days and published in May 2023, makes that proposition visceral rather than abstract. The film reconstructs a boardroom scene drawn entirely from official annual general meeting documentation, letting audiences watch board members vote — repeatedly — against proposals covering antibiotics in livestock, lobbying activities and expenditures, and plastic pollution, while approving an executive pay increase reported at 84.5%. No dialogue is invented. Every line traces back to the public record.
The campaign launched across social channels in May and June 2023, a deliberate alignment with proxy season, the period when shareholder voting in the United States reaches its annual peak. Its release was timed to land one week before the unnamed fast-food company's next annual general meeting, scheduled for May 25, 2023. A promotional offer — two months off a Fennel subscription for downloads completed before May 26, 2023 — converted the campaign's civic urgency into a direct acquisition mechanic. The platform's own framing captures the intent precisely: "All of this information is publicly available. You just need to know where to look." Clapboard scores "Behind Closed Doors" at 71 out of 100, recognising its structural originality and the sharpness of its public interest positioning within the electronic devices category.
Fennel identified a durable tension inside the United States investing landscape: individual shareholders legally hold the right to vote on corporate proposals, yet the mechanics of proxy participation remain poorly understood and rarely exercised by retail investors. The "Behind Closed Doors" campaign addresses that gap not with education but with provocation, staging the consequences of disengagement as dramatic fact rather than regulatory warning.
The strategy leans into a wider shift in ESG-conscious investing across the US market. Individual investors have grown increasingly attentive to how public companies handle environmental and social commitments, particularly on issues such as plastic pollution, political lobbying, and supply-chain practices including the use of antibiotics in livestock. Competitors in the mobile investing and financial-technology space — including Robinhood, which commands significant retail brokerage market share in the United States, and Public.com, which has positioned itself around transparent investing — have built audiences around accessibility and community but have not made shareholder voting their core brand message. Fennel's choice to center proxy season as a campaign moment therefore occupies largely uncontested strategic ground.
The decision to draw the campaign's script directly from official annual general meeting documentation is itself a strategic act. It removes any vulnerability to accusations of fabrication and instead positions Fennel as a platform that surfaces information already in the public domain. As Fennel states directly in the campaign materials, the company presented only what is publicly available, redirecting audience skepticism toward the corporations whose own records supply the story. Launching the film one week before the relevant company's May 25, 2023 AGM sharpened the campaign's news relevance and gave social distribution a built-in urgency that evergreen content cannot manufacture.
"Behind Closed Doors" operates as a social experiment in documentary form, a format choice that separates it from the explainer videos and data visualisations that typically populate the financial technology advertising category in the United States. The film recreates a fast-food company board meeting with enough production fidelity to read as institutional footage before revealing its constructed nature, a tension that is central to its rhetorical effect.
The creative approach, developed by 10 Days — the London-based agency credited on the campaign — relies on the unsettling flatness of bureaucratic language. Board members in the reenactment do not argue or deliberate in any meaningful way; they vote against proposals on antibiotics in livestock, lobbying activities and expenditures, and plastic pollution with procedural brevity, and then approve the executive pay increase without equivalent friction. That tonal monotony is a directorial choice as much as a scriptwriting one: the absence of drama inside the boardroom creates the drama the audience feels watching it.
Production credits for "Behind Closed Doors" are not publicly documented beyond the agency attribution to 10 Days. The film was distributed as a single media asset across social channels, with the campaign's reach built on organic and paid social distribution during May and June 2023 rather than broadcast placement. The choice to confine the campaign to social channels is consistent with Fennel's target audience — retail investors who are also social media users — and with the campaign's participatory ambition: viewers are prompted to download the app and use it to engage with shareholder voting directly. The documentary register gives the content credibility; the social format gives it shareability. Both serve the same conversion goal.
The film asset generated 135,582 views, 214 likes, and 27 comments in the public archive, as documented by clapboard.com. These figures represent the campaign's measurable public footprint at the time of archiving and indicate a meaningful reach for a single-asset social film from a mobile investing app operating in the United States financial technology sector.
10 Days reported 30,000 new Fennel users following the campaign period, as noted in agency-attributed reporting. The agency did not establish a causal link between this figure and the "Behind Closed Doors" campaign specifically, and no independent measurement methodology was provided to verify attribution. The statistic is therefore best understood as context for Fennel's growth trajectory during proxy season 2023 rather than a confirmed campaign conversion outcome.
No verified data for media budget, production budget, or paid-media spend associated with "Behind Closed Doors" is publicly available, as confirmed by clapboard.com research. No shortlist entry or award recognition for the campaign has been identified across Cannes Lions, the Effies, One Show, D&AD, the Clios, the Webby Awards, or WARC databases, as reported by clapboard.com. Structurally, the campaign's strength lies in its timing precision — the one-week lead into the fast-food company's May 25, 2023 annual general meeting created a hard news hook that amplified organic distribution — and in its source-document authenticity, which insulates the film against factual challenge. The subscription incentive tied to a pre-May 26 download deadline adds a performance layer that most advocacy-adjacent campaigns in the electronic devices category omit.
Fennel's "Behind Closed Doors" is a 2023 documentary-style film campaign created with agency 10 Days and published in the United States. It dramatises statements from a major fast-food company's 2022 annual general meeting to show individual investors how consequential corporate decisions on plastic pollution, lobbying, and antibiotics in livestock are made and voted on.
Fennel timed the campaign to coincide with proxy season, when shareholder voting in the United States reaches its annual peak. The film launched one week before the relevant fast-food company's annual general meeting on May 25, 2023, giving the campaign immediate news relevance and a clear call to action for retail investors considering the Fennel app.
10 Days, a London-based advertising agency, created "Behind Closed Doors" in close collaboration with Fennel. The campaign was published in the United States in May 2023 and distributed as a single film asset across social channels throughout May and June 2023 during the proxy season window.
The film shows board members voting against proposals covering antibiotics in livestock, lobbying activities and expenditures, and plastic pollution, while approving an executive pay increase of 84.5%. Every line of dialogue is drawn from the fast-food company's official 2022 annual general meeting documentation, as stated by Fennel in campaign materials.
The film generated 135,582 views, 214 likes, and 27 comments, as documented in the public archive at clapboard.com. These figures represent the campaign's verified public footprint. 10 Days separately reported 30,000 new Fennel users during the campaign period, though no direct causal attribution to this specific film was established.
Fennel's "Behind Closed Doors" received a Clapboard Score of 71 out of 100. The score reflects the campaign's structural originality, its precise proxy-season timing, and its credible use of public-domain source material, positioned within the electronic devices and public interest categories for the United States market in 2023.
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