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New Blood Entry — Lament of the Employee

Award: Graphite Pencil

Burger King / 2019

The challenge was to show the younger generation (16 to 24) that "the Whopper is not crap".
In a context of widespread "scepticism" and with the rise of "health conscious" attitudes, young people get concerned and critical about the general and nutritional qualities of their food.
We decided to base our campaign on fictional employees to find a fresh angle to demonstrate the Whopper's key attributes (fresh ingredients and preparation). Indeed, we wanted to create an original campaign that would match Burger King's core values and tone of voice.
This enabled us to bring humour and irony to appeal to the young audience we were asked to communicate with. Also, we designed the main campaign to be divided into two posters that work in pairs so that the campaign would be memorable and catchy.
In the restaurants, we imagined a bun vending machine which customers would get their buns from, before queuing for the fresh ingredients. This has been thought of to highlight the freshness of the food and preparation. Based on the same principle and to drive brand and product awareness, we have imagined a pop-up branded food stand, with all the steps of the preparation visible to the customers.
On social media, we decided to involve the audience through the creation of content, in relation to the memes and distorted pictures that flourish on social media; and thought up a reward to encourage participation.
Finally, we wanted to create a wider social impact through a partnership with a charity that supports mental health at work, in order to echo and balance the ironically negative aspect of work we showed in the main campaign, and enable Burger King to make positive change.

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