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.
Role
Art Director
Agency
White Rabbit
Region
Hungary
Year
2019
Replacing visual appetite with conceptual recognition
From HQ
Burger King wanted to highlight its flame-grilled burgers.
What I changed
Internal research showed exaggerated food imagery read as artificial, so I removed the product photography.
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.
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.
Implied, not shown.
The burger stayed present through everything around it.