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ideas

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In Burger King’s “What to consider” section in the brief, it states 

“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? Come up with something that could get this kind of attention. • Research, research, research To nail your insight, you need to really understand your audience. And really understand what’s great about the Burger King experience – so go, see for yourself. • No wallflowers”

With this in mind, I’ve gone down the “risky” route and experimented with memes. 

Image 1 - This specific piece shows a forest fire in the background, I wanted it to look like the guy eating the burger is responsible for the fire.. He started it so he could flame grill his burger like Burger King. 

Image 2 - 

Showing the same forest fire as image 1, this included a child enjoying a whopper burger. It implies he started the fire and has no remorse - because the burger is so good it was worth it. 

Image 3 - This shows 3 fire fighters enjoying a burger infant of a large fire. In the background is one of the crew members carrying a smoking hot cow on his back. I wanted to insinuate the cow was the flame grilled beef burger and the fire crew have been cooking their burgers on the flames instead of tending to them.

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The original memes - Photograph (usually stock image) & bold white text.

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Meme

meme

/miːm/

noun

1. an element of a culture or system of behaviour passed from one individual to another by imitation or other non-genetic means.

2. an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.

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Ideas for BK posters.

Image 1 & 2 (mock up of app) - I thought of including a smart phone to stay relevant. The dumbbells, running shoes and fit bit are included in the image as a metaphor for the consumer keeping track of their fitness. The app they’re using is a fitness app like “My Fitness Pal”, it tracks your protein, fat and calories to ensure you can keep up to date with your daily food intake. The app on the screen shows the comparison between a typical fried, fast food chain burger. Next to it is Burger King’s flame grilled “healthier option” compared to the fried one. This is to reassure health fanatics that BK has got their back when it comes to counting calories. If you're going to have a cheat day, make it a whopper. 

Image 3 - Over the last few years, instagram, tumblr and pinterest have been bombarded with photos of teens having bbq parties on the beach. They’re all huddled around a fire pit cooking beef patties, sausages and marshmallows at sundown. This has become a craze recently and more teenagers are joining in on these parties. This could be a clever way to merge the BK flame grilled idea into this. The photos taken could be on phone cameras, disposables or 35mm to give it an authentic feel. These posts could be drip fed across various social media accounts over a number of weeks so they look like real life events. 

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Inspiration and alternative ways to show the use of fire. 

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“Burger King's latest print ad campaign shows its restaurants on fire — a consequence, according to the ads, of the fast food chain always flame-grilling its burgers.The photos in its three ads show firemen putting out fires at restaurants in Oregon, Pennsylvania, and Italy. It's no Photoshop — these restaurants actually caught fire.The campaign — which we first spotted on The Drum — was created by the Miami creative shop David and is based on research that found since 1954, more Burger King restaurants burned down than any other fast-food chain. The campaign's tagline is: "Flame Grilled since 1954." - http://uk.businessinsider.com/burger-kings-flame-grilling-causes-restaurant-fires-in-new-ads-2017-2

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Burger King Brief

Background 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. Science fact: three out of four people prefer a flame-grilled burger. Why? Because beef + fire = magic. However – despite 63 years of telling everyone that it’s the home of the flame-grilled Whopper – less than a third of 18-24 year olds know that every Burger King burger is grilled, not fried.

The Challenge Your mission is to create an advertising campaign that drives home the singleminded proposition: BECAUSE FIRE IS BETTER. 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. Think big. Film, print, out of home, stunt... the touchpoints are up to you, but your campaign needs to get this younger audience talking about flame-grilling. If your idea feels like the stuff of a Buzzfeed headline, then you’re on the right track.

Who is it For? Your audience will be a tough nut to crack. 18-24 year olds: • Don’t watch much TV • Are sceptical of marketing claims • Don’t visit Burger King restaurants as often as their parents • Don’t think Burger King’s especially cool • Seek experiences and brands that are real and authentic (they see fast food as fake)

What to Consider • Cut through the noise and get noticed A billboard in Piccadilly Circus might be impressive to an older audience, but it’s old school to these guys. 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? Come up with something that could get this kind of attention. • Research, research, research To nail your insight, you need to really understand your audience. And really understand what’s great about the Burger King experience – so go, see for yourself. • No wallflowers

Burger King is a brand with an edge. A bold, confident challenger. Forget forgettable, vanilla advertising, 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 (while it takes food seriously, it doesn’t need to take itself seriously). • Go brave Take a look at some of Burger King’s favourite campaigns (see Further Information in your brief pack for links) – they’ll help you understand the brand, and the kind of creative that can win this brief.

What’s Essential A campaign or activation concept across relevant channels. Must feature Burger King product (hero the Whopper) and land the key point of differentiation: Burger King is the home and expert of flame-grilling. What and How to Submit Read Preparing Your Entries before you get started for full format guidelines – we won’t accept work that doesn’t meet these specs.

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Thoughts

I’ve been looking at existing briefs to start my final project. The D&AD new blood website has live projects with opportunities to collaborate with high profile corporations (Adidas, Burger King, John Lewis). After reading over the briefs, I’ve decided to follow this idea and create a project based on the guidelines. 

I will not be submitting officially to D&AD. 

So far I’m looking into the Burger King Brief. It seems right up my street and its a great opportunity to play around with new styles. 

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Final Project Starts Here

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Aspects of Eldon Grove. Prototype. 

A5 perfect bound photography book containing images of grade 2 listed building Eldon Grove. These photos are sectioned into various aspects of the building. Walls, floors, ceilings and windows are all included within this publication. 

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As the disposables I used were out of date, the film was damaged. Causing the photographs to turn out like this. 

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Exterior of Eldon Grove

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More photos from my recent Eldon Grove visit.

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I recently visited Eldon Grove for a second time. I used alternative cameras this time (3 expired disposable’s). I was once again, focusing on the aspects of the building as it is to be renovated later this year.

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The location of my chosen abandoned space has changed. I have decided to focus on the grade 2 listed building “Eldon Grove”. This has been abandoned for over 10 years now. Its famous within the community and attracts the homeless, young children an curious photographers (like me). I shot these all on an olympus 35mm film camera. 

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Printed and bound images of Real Estate Issue 001,002,003.

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Tolcarne beach, Newquay.