Burger King was about to open in Belgium.

But the Belgians already had an actual King.

This and the fact that french fries are sacred in this country led us to do something related to it.

There was no specific brief on the subject from the client, except "make some noise". Quite the contrary, it was probably our outsider's point of view of a French agency that led us to imagine something like this. For Belgians, the King is just something they have, and it's also quite controversial there, so no one would imagine messing with that. For us French people, it's something that makes you smile.

As Burger King is a major player on Social Media, we used this to promote the website.

We decided to launch it a month before the first opening.

The link was posted on their Facebook page and their Twitter account, along with a press release.

We also used wild postering to promote the campaign with funny words and a link to the website.

Then, when the Palace reacted, we had to act fast. And two days later, we issued another press release and posted the "new logo" on our Facebook & Twitter.

But we knew this wasn't sufficient, so we put the new logo everywhere we could, including a few local ads and the construction panels on the coming restaurants.