Burger King
Region
Europe
Agency
White Rabbit
Softwares
Adobe suite, Meta
Year
2019
Description
Burger King set out to highlight its flame-grilled burgers. However, internal research revealed in several European markets, exaggerated food imagery was increasingly perceived as artificial and overstimulating rather than appetizing.
Replacing visual appetite with conceptual recognition
We removed product photography, but it remained visually present in a subliminal way.
Best friend getting married?
Got fired?
Missing fresh ingredients?
Working on holidays?
The answer to everything:
Flame-Grilled WHOPPER
We introduced situational typography.
Designed to integrate everyday frustation moments
