Brand relevance ?

At BURGER KING everything is about flame-grilling. That’s why we wanted to create bold motifs that stand out from the often quite one-sided recruitement campaigns of our competitors and also deal with topics relevant for young people. At the same time we wanted to communicate that BURGER KING is the brand with fire and has always stood for tolerance and openess.

Target audience (consumer demographic/individuals/organisations)

Our target audience is primarily people who could imagine working for BURGER KING and who can identify themselves with its image. At the same time, the motifs are also intended to appeal to the brand’s many fans.

All motifs show people with whom no other brand would advertise.

They were published on 18/1 billboards and in magazines relevant to the target group.

Besides the aesthetics, the authenticity of the pictures was important to us.

Since we wanted to show real situations and people, most of the time was spent on researching images.

The post production was supposed to make the pictures look even more fascinating without alienating them.

Choice of campaign elements

Fire has fascinated mankind for millions of years. Sometimes even to the limit of legality. And fascinating images were our top priority without, however, becoming hurtful or too political.

?

Approach ?

After we published the motifs as 18/1, they quickly spread in social media. And there was a lot of discussion whether we should advertise with such images.

Scale

The motifs hung as 18/1 size in major cities and were published in three popular magazines.

Our motifs achieved a total reach of 1.2 million with 27 international clippings. But even more important than that was the controversial discussion on social media and around the world. Because this proves that our message has been received.