Burger King
Burger King set out to highlight its flame-grilled burgers. Internal research showed exaggerated food imagery read as artificial rather than appetizing. As art director, I built the campaign on that finding.
REGION
Hungary
AGENCY
White Rabbit
YEAR
2019
Replacing visual appetite with conceptual recognition
Flame-Grilled WHOPPER
I removed the product photography; the burger stayed present, implied by everything around it.
Situational typography
I introduced situational typography, designed to connect everyday frustration moments to the product.
Conceptual campaigns that connect everyday human experience to the product
4
Situational scenarios explored
1
Universal answer: the Whopper
Flame-Grilled campaign, Hungary, 2019
Designed to integrate everyday frustration moments
By leaning into honest, relatable human moments, the campaign reframed the product as a universal emotional solution.
Concept over appetite, emotion over imagery
The campaign shows that removing the product can make it more present in the consumer's mind.