BK420

As part of a global brief, we were asked to execute the "flame-grilling since 1954" message in a new, relevant way that makes younger, more cynical consumers want flame-grilled burgers, not fried. Get them to buy into, understand, and retain this message, and ultimately give Burger King another try.

If we’re going to be an iconic use of fire, let’s celebrate another iconic use of fire. We can’t grill up a Whopper without a flame. You can’t light up without a flame.