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New Blood Entry — The Search for Lil Flame

Award: Wood Pencil

Burger King / 2018

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.

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