TOO BIG NOT TO MISS
Brand: Burger King
Role: Art Direction, Campaign Ideation & Execution
Truly, the King of Burgers
Founded in 1954 by Keith Cramer and Matthew Burns, Burger King built its name on one simple truth: big, generous burgers. The Whopper is iconic for a reason: BK doesn't do small, and it never has.
Problem
Out of sight, out of mind: Burger King loses to habit and familiarity when people aren't thinking about burgers.
Insight
BK's burgers are genuinely, undeniably massive.
Solution
Make scale the media to
command attention.
Overflowing Asset
The burger doesn't fit the frame, and that's the point. Placed along high-traffic routes, the oversized visual communicates BK's defining asset instantly, even at 80km/h.
Industrial Warnings
Industrial stickers signal scale and urgency, and we made these stickers BIG. We also tapped into the same familiarity people have with limited-time drops and novelty cues. The burger inside is too big to be ignored, and now the packaging says so too.
