Beautiful and tastefully-done photos of burgers do not convince anyone, anymore. Thus, X-rays became an innovative and visually-iconic way to show real stories of people who had injured themselves whilst eating an enormous BK burger.

The images were created in high definition to be printed in large format. The whole process was guided by a medical professional, and an illustration studio that first created the skulls in 3D and then crafted it as a digital illustration. The colour palete was chosen to remind viewers of the times when X-rays weren’t digital and to draw peoples attention to the ad.

The size and the position of the elements invite people to interact with the ad in following the steps:

.Looking at the X-ray

.Reading the tweet

.Understanding it’s a real story

.Looking back at the X-ray to find the injury

.Finally, reminding people that BK burgers are really big.