Burger King’s challenge was to prove that the Whopper isn’t crap. Getting to the best idea, in this case, involved leaving cleverness behind and being a bit, dare we say, dumb. It meant leaning into what feels scary, owning it, and moving forward with confidence.
If Burger King really, truly, seriously wants to show the Whopper at its best, what would they do? Not stop at Whoppers. They’d not only show the establishment itself at its best, but make it better. 18-24 year-olds value ambiance almost as much as the instant gratification they get from food (or delicious flame-grilled burgers). That’s why coffee shops are filled with swarms of Tik-Tok-wielding selfie machines who shouldn’t legally be allowed to drink coffee.
So we imagined something for these Gen-Zers, 24 and younger - an idea so bold it changes the way the brand is seen on the outside and the inside of our minds. Build completely transparent Burger Kings. “Clarity is King” envisions a beautifully clear future of Burger King for a simple and ridiculous reason - to put nothing between people and burger.
- Ben Capshaw