With summer temperatures going beyond 50 deg. C, Kuwait is known to be the hottest place on Earth. But the people of Kuwait have kind of a love – hate relationship with summer. While they don’t really enjoy being in the weather, they secretly enjoy talking about the infamous ‘hottest place’ tag for the country.

The Sun really becomes the centre of their universe! Almost all the conversations revolve around the Sun, its wrath & fury in Kuwait.

So how could we make Burger King gain the consumers attention when all they were interested in was talking about the heat?

Instead of trying to fight the Sun, we decided to partner it by leveraging the one brand truth that sets Burger King apart from its competitors: Flame - Grilling!

Presenting the world's first Sun Flame – Grilled Whopper: The iconic Whopper flame – grilled by the Sun!

While fast food appeals to a wide age – band of consumers, we decided to focus on the 18 – 35 year olds. Mainly because:

1. It represents the core demographic for Burger fast food category

2. Burger King attracted lesser number of consumers from this age band and more from the higher age band despite not targeting that segment.

We took this as an opportunity to engage with the younger audience.

Our research pointed that for this audience, Entertaining, talk-worthy content = cool brand.

We needed to do something that'd make them talk about Burger King.

So we planned our idea as a unique brand experience that would be executed as a surprise activation. This way, we would not only be able to engage with our consumers in - store but would also be able to leverage their experience to create entertaining & news - worthy content.