We found out that executives from Burger King's competitors once owned houses with flame-grills in the backyard.
Silver Cannes Lion (print)
Silver Cannes Lion (OOH)
Bronze Cannes Lion (OOH)
Press: Adweek, USA Today, Fox News, Daily Mail, Fast Company, Lürzer's Archive among other publications.
Burger King has been flame-grilling its burgers since 1954 while its competitors fry them on flat-tops. So if the competition thinks flame-grilling is no big deal, its executives shouldn't either, right? Well, turns out we think they do.
We found public images of properties that belonged to former executives of our competitors and, to our surprise, they had grills in their backyards. So we turned those pictures into print ads. The concept: Flame-grilling is hard to resist.