This brief asked us to create a campaign explaining to 18-34 year olds Burger King's 100% fresh new menu without using words such as natural and real.
Our response was this:
The stereotypes surrounding ‘generations’ are outdated, harmful and often disliked by many. As an antidote to this, Burger King are introducing ‘The Burgerlution’: A copy-led campaign that aims to disregard the idea of ‘generations’ by introducing a fresh start for all and ultimately uniting humanity. A fresh start needs fresh food... andfresh opportunities. Levels of unemployment have undoubtedly risen and this is something we cannot ignore. So, not only are Burger King tackling old-fashioned labelling, but they’re also introducing ‘Kingternships’: free online courses for the members of the Burgerlution. Find yourself hating being called a ‘snowflake’? Then join the Burgerlution today!
