Burger King Advertising
Burger King has stood for flame-grilling since1954. Other chains cook their burgers on flattop grills, but Burger King burgers are cooked over an open flame grill, searing in that great flavour.
The mission is to create an advertising campaign that drives home the singleminded proposition: BECAUSE THE FIRE IS BETTER. And also to let 18-24 year olds know that every Burger King burger is grilled, not fried.
Beef + Fire = Magic
Since Burger King is the home and expert of flame-grilling, why not showing people how they turn ordinary food into a delightful dish, just as magic. Using strong contrast (paper/real food)(white/food colour) to show the difference and the impact when it is with or without flame-grilling.