What kind of flames get young people excited? The kind you spit. What if there was a rapper who could spit fire and had a love for all things flames — including flame grilled Whoppers? The music industry has seen a shift in rap culture: today's rappers are more idiosyncratic than ever, while also keen to champion their favourite brands. Our big idea takes this insight and develops it into a bold nationwide search for Burger King’s very own rap star, Lil Flame.