SET YOUR WORLD ON FIRE
Through subtle sparks and whispered gestures,
Burger King ignites inner fire within, letting you feel
their support as you stand strong for your beliefs,
without a word spoken.
Brand: Burger King
Art Director: Juhi Khara
Copywriter: Mohammad Kasuda
PHASE 1: INVITATION
Burger King hosts the HIYW art gallery before New Year,
inviting individuals to ignite their inner fire and to share
their strong beliefs.
Whether standing up to parents for your passion or
challenging entities for a greater cause. Your beliefs matter and Burger King stands with you.
PHASE 2: PROVOCATION & BACKUP
The next day, HIYW ART gallery is set to fire
under the shadow leaving people in malaise. A teasing tweet and a quiet BK merch drop a
hint at something bigger. Burger King reveals the final BK Day poster,
signaling the canceled date and indirectly
calling for a New Year's takeover.
BK Day merch quietly backs the movement,
fueling rebellion without taking the blame.
MERCHANDISE AND WEBSITE
PHASE 3: ACTIONPost phase 2, Burger king launches extension making this into a big idea.
The brand evolves from just competing with McDonald's to creating its own path as a trusted name.
MOCKUP