To create an advertising campaign that drives home the single minded proposition: BECAUSE FIRE IS BETTER. Accelerate 18-24 year olds into wanting flame-grilled burgers, and not fried by constructing various advertising concepts using relevant media platforms which will allure them into going to Burger King.
I developed a resolution which tackles the issue by utilising the idea of ‘coming together’ using the catch phrase ‘PASS THE FLAME’. I combined burger king with Tokyo 2020, the idea of the Olympic torch and relay boosted my approach to this brief. Friends and family would get a free whopper with their meal by ‘passing on the flame. Through social media, email, QR codes and augmented reality.