Real Royalty
The Young Ones Competition ’21 | The One Club
Brief: Burger King – 100% Real Ingredients
Role: Art Director
Challenge:
Develop an idea that communicates that 100% of Burger King menu is now 100% real (free of preservatives, colors and flavors from artificial sources) in a way that lands our most important belief: real food tastes better.
Big idea:
You are what you eat with Burger King. Our customers are all royalty in our book, and neither kings nor queens would think to eat anything less than authentic. They exclusively eat the real stuff, and prefer it from our menu now featuring 100% real ingredients. Without any artificial flavors, colors, or preservatives, we serve members of Real Royalty.
In-Line To The Throne
Customers looking to dine-in are invited to visit our pop-up restaurants in major cities. Each select restaurant will feature an express lane for ordering, a specially set table, and an attentive waiter.
The Royal Treatment
A new menu brings with it a whole new experience, and so we introduce The Royal Treatment. This take on fine dining features tables set with placemats, real silverware, and newly-titled value meals served on a real silver platter.
Crown Jewels
All of our most valuable meals have been newly renamed as our Crown Jewels. Try our most regal combos and collect our limited-edition chalice cup.
Social Media Ads
Royal Pass • BK App
To encourage social followers to RSVP to Burger King’s newest app, we’ll have a teaser countdown clock counting down the launch in real-time. At the app’s launch, users will receive a push notification reminding them of what they’ve gained access to.
By signing up to the Royal Pass, users are granted access to our Royal Pass. This limited-time royalty program offers exclusive access to in-restaurant and delivery experiences.
Creatives:
Copywriter: Hillary Simone
Art Director: Yurac Lebrón
Art Director: Ryan Dean