Burger King "It's not a secret. It's real fire" by BBH

Burger King takes a tongue-in-cheek look at the world of food-based conspiracy theories.

The first ad in the series depicts a woman spreading the fake news that the flame-grilled flavour of a Whopper is created by a secret, internet-enabled liquid smoke, rather than actual fire. The idea behind the campaign came from real-life instances of people on Reddit theorising about the flavour of Burger King's flagship burger.

The campaign will also feature AR experiences at out-of-home sites across major UK cities. Pedestrians are invited to scan a QR code that will activate an Instagram lens. When viewed through their smartphone, the poster's Whopper visual will be superimposed with smoke that directs them to the nearest Burger King. 

The work was written by Elliott White, art directed by Wil Maxey and directed by Andrew Gaynord through MindsEye. The media agency is Vizeum.

Credits

Brand
Chief marketing officer
Marketing director – brand and comms director
Brand manager
Creative / Art director
Creative / Writer
Creative director
Chief creative officer
Strategist
Strategy director
Account executive
Account manager
Senior account director
Producer
Assistant producer
Production company
Director
Executive producer
Producer
Post production
Editor/Editing house
Producer
Illustrator
Production company
Media agency
Social credits
PR agency
Media test sites