The D&AD Burger King brief is another one that I feel would link nicely in with my COP essay based on food packaging. I like the idea of basing the project around fire etc, there could be some very interesting visuals created. However, I do find the actual brief very odd, open, and I think it may be a bit too 'out there' for someone like me. The mention of 'stunts' etc puts me off slightly. I would have to look further into this one before making an actual decision. Being a student you are on a limited budget, limited resources etc so it may be a difficult one.
Background
Burger King has stood for flame-grilling since
1954. Other chains cook their burgers on
flattop grills (effectively frying the meat), but
Burger King burgers are cooked over an open
flame grill, searing in that great flavour.
Science fact: three out of four people prefer
a flame-grilled burger. Why? Because beef +
fire = magic. However – despite 63 years of
telling everyone that it’s the home of the
flame-grilled Whopper – less than a third of
18-24 year olds know that every Burger King
burger is grilled, not fried.
The Challenge
Your mission is to create an advertising
campaign that drives home the singleminded
proposition: BECAUSE FIRE IS
BETTER.
Execute the “flame-grilling since 1954”
message in a new, relevant way that makes
younger, more cynical consumers want
flame-grilled burgers, not fried. Get them to
buy into, understand, and retain this
message, and ultimately give Burger King
another try.
Think big. Film, print, out of home, stunt...
the touchpoints are up to you, but your
campaign needs to get this younger
audience talking about flame-grilling. If your
idea feels like the stuff of a Buzzfeed
headline, then you’re on the right track.
Who is it For?
Your audience will be a tough nut to crack.
18-24 year olds:
• Don’t watch much TV
• Are sceptical of marketing claims
• Don’t visit Burger King restaurants as
often as their parents
• Don’t think Burger King’s especially cool
• Seek experiences and brands that are
real and authentic (they see fast food as
fake)
What to Consider
• Cut through the noise and get noticed
A billboard in Piccadilly Circus might be
impressive to an older audience, but it’s
old school to these guys. A big, splashy
TV commercial that airs across the
country might make the media agency
happy, but will it show up in your
Facebook feed? Get made into a meme?
Or written up in the New York Times?
Come up with something that could get
this kind of attention.
• Research, research, research
To nail your insight, you need to really
understand your audience. And really
understand what’s great about the
Burger King experience – so go, see for
yourself.
• No wallflowers
Burger King is a brand with an edge. A
bold, confident challenger. Forget
forgettable, vanilla advertising, Burger
King wants ideas that are big and scary.
It’s a brand that loves the raw and real,
embraces the unscripted, and can make
and take a self-deprecating joke (while it
takes food seriously, it doesn’t need to
take itself seriously).
• Go brave
Take a look at some of Burger King’s
favourite campaigns (see Further
Information in your brief pack for links)
– they’ll help you understand the brand,
and the kind of creative that can win this
brief.
What’s Essential
A campaign or activation concept across
relevant channels. Must feature Burger King
product (hero the Whopper) and land the
key point of differentiation: Burger King is
the home and expert of flame-grilling.
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