Graphic Designer
Project Brief
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.The mission was to create an promotional campaign that drives home the single-minded proposition: BECAUSE FIRE IS BETTER.
I need to 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.
Key Deliverables
• Film
• Print
• Out of home
• Stunts
• Memes
• Installations around the city
Target Audience
Target audience will be 18-24 year old's:
• Don’t watch much TV
• Are skeptical of marketing claims
• Don’t visit Burger King restaurants as
often as their parents
• Don’t think Burger King’s especially cool
Research Areas
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? A bold, confident challenger. Forget forgettable, 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
Typography
Primary
The quick brown fox jumps over a lazy dog.
Flame
Color Palette
CMYK: 85 24 98 9
RGB: 29 124 67
#1d8643
CMYK: 4 7 13 0
RGB: 242 233 219
#f2e9db
CMYK: 0 39 100 0
RGB: 250 168 25
#faa819
CMYK: 0 58 89 0
RGB: 245 134 54
#f58636
CMYK: 42 79 84 61
RGB: 22 36 22
#512416
CMYK: 9 100 99 1
RGB: 215 31 38
#d71f26
Process
Variations
Final Elements
Taglines
Get ready to grill your way through
WE ARE THE OG GRILLERS #IYKYK
Don’t Stop The Grill
Grill all the way up
You're lovin it coz we're grillin it
Campaign
