Burger King
The Brief
Show Ireland why falling in love with the Whopper is the best decision they’ve ever made. Get people talking about it, make Burger King famous for it.
Consider ‘Go Whopper or Go Home’, an attitude that is all about being confidently over ambitious with no compromises.
The Response
I made this very single minded. This is all about size. You don’t need to convince them to eat fast food, they already love it. You just need to hammer home that idea of ‘Go Whopper or go home’.
So everything is about size. Because the Whopper is 50% bigger than the Big Mac. So on six sheets we’ll do posters that don’t fit in the frames, because they’re 50% bigger. A 48 sheet where the words don’t fit on the poster. Everything is massive, oversized.
All backed up by a slightly mischievous line:
BIGGER. BETTER. BURGERER.
Large(r) Format Outdoor
SOCIAL MEDIA
Socials allow us to poke a little bit of fun at Burger King’s nearest (and actually dearest) rival - the self-styled golden arches.
For years they’ve called their premium burger the Big Mac. But there’s nothing particularly big about it. So we’ll run a campaign calling them out - while still focussing on ‘big’. Use their colours (and in one case their logo!).
Activation
Obviously home delivery is an important and growing sector of the market. But the thing is, with a burger this big, a regular Just Eat bike delivery person isn’t going to be able to handle it.
Introducing the Whopper home delivery vehicle, a massive truck dedicated to delivering only Whoppers straight to your door.
The Whopper Film Festival
Still thinking big - a film festival with a difference. In the IMAX, of course. A massive screen, fit for massive movies. Director’s cuts that have made them even bigger:
Justice League - 101% bigger
Heaven’s Gate - 47% bigger
Apocalypse Now - 37% bigger
Watchmen - (a paltry) 33% bigger
It’s a bit of a marathon, so we’ll include an intermission and a Whopper to keep them sustained!
