Okay, this campaign may not look the sh__, but it was a tricky one to crack. (See a piece of the process here)
It was a copy based brief that went something like “tell us that Burger King is fresh and real without actually telling us that Burger King is fresh and real.”
This was the result and we managed to nab a D&AD New Blood Pencil for it, too.
Insight:
The human brain is more likely to remember information it retrieves for itself.
Idea:
Beep out "real", "fresh" & "natural" and allow millennials to figure out Burger King's big news for themselves.
Script 1 - Breakfast
Script 2 - Lunch
Script 3 - Dinner
