Challenge:

Burger King was #5 in the QSR category and desperately needed a facelift in connecting with the 18-34 yr. old demographic.

Solution:

We dusted off an old, nearly forgotten icon – the “Burger King” himself – and gave him new life as a silent, enigmatic character with a slightly creepy artificial head.

Result:

The quirky King quickly became an object of fascination in the media and culture. Breakfast sales jumped 17% and awareness grew to 75% within four weeks of King advertising.