Burger King, 'flame-grilled'
The following brief was from 2018's D&AD new blood selection.
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Burger King are proud that they flame grill their burgers, which is unlike any other well-known fast food burger chain. They believe this is what makes their burgers taste so much better.
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I agree, and the evidence for this...the black stripes. The idea behind this campaign is all about those black stripes. If a burger doesn't have black stripes, it's not a real burger.
BRIEF
Product/Service - Burger King (flame-grilled burgers)
Objective - To persuade people flame-grilled burgers taste better than burgers which aren’t flame-grilled
Target Audience - 18-30 year olds
Strategy - By showing black stripes are the evidence of the real way to cook a burger
Proposition - Fire is Better.
Campaign Line - ‘A burger without black stripes isn't a burger’
Campaign deliverables - YouTube pre-roll/social media video, x3 interactive billboard/magazine ads
Press and Interactive Billboard
Imagine the following executions are each, a double page spread. Between each double page spread of the zebra, bee, and humbugs, there would be a see through laminated cover with black stripes on it. When you move the laminated cover on one side, theres black stripes on the burger but none on the zebra. Then when you turn the laminated cover to the other side, the black stripes come off the burger and onto the zebra. The same happens for both other executions for the bee's and humbug's.
The press advert can be turned into an interactive billboard as well. Instead of a laminated cover, the black stripes would automatically come off either the zebra/burger, and on to the other one using electronic technology.
Zebra Execution
Humbug Execution
Bee Execution
