On National American Sign Language (ASL) day, Burger King’s mascot, the King, broke his long-lasting silence, but he did so in ASL, to celebrate the Deaf community and invite them to create an easier/official way to order the Whopper in their language, the #WhopperSign.

So we illustrated a unique typography called “The King’s Font”, using the King’s hands to showcase the entire ASL alphabet, letter by letter, sign by sign.

With this special font we crafted a series of recruitment posters that ONLY ASL speakers would understand, inviting them to send their sign suggestions for the Whopper using #WHopperSign.

To surprise ASL speakers and celebrate National ASL Day, these posters where placed inside and around the outside of the BK restaurant right next to Gallaudet, the largest school for the Deaf in America.