Burger King's x-ray ads showcase the real dangers of eating its food

Campaign in Brazil features actual burger-related injuries suffered by BK customers

Published On
Apr 29, 2019

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Burger King has made a habit of turning bad luck into ad gold. Stores that caught fire proved the burgers were flame-grilled back in 2017. A fireplace screen commemorated a 17th-century blaze in Sweden.

Now BK is turning to personal tragedy, highlighting real injuries received by customers who were just trying to eat a sandwich bigger than their jaws could handle. David São Paulo used three real tweets from burger lovers who ended up at the hospital with eating-related injuries.

“05:30 am dislocated my jaw eating a Stacker,” reads one, referring to a range of burgers that piles up to four patties on a single bun. An image of the tweet (with identifying information blurred out) accompanies an X-ray of a painful-looking dislocated jaw.

The team at David found the tweets on social media and then referenced X-rays of real injuries (not those of the actual customers) to drive the point home. Those images were then touched up in postproduction to be publication-ready, and the agency also consulted with a medical professional to get the details right. Print, out-of-home and digital placements are all running in Brazil.

Credits

Date
Apr 29, 2019
Client :
Burger King
Agency :
David-Sao Paulo
Managing Director :
Sylvia Panico
Creative VP :
Rafael Donato
Creative Director :
Edgard Gianesi
Copywriter :
Bernardo Tavares
Copywriter :
Maicon Silveira
Art Director :
Paulo Damasceno
Account :
Carolina Vieira
Account :
Rafael Giorgino
Account :
Juliana Chediac
Account :
Roberta Magalhães
Agency Producer :
Fabiano Beraldo
Agency Producer :
Fernanda Peixoto
Agency Producer :
Brunno Cunha
Agency Producer :
Gustavo Viola
Planning :
Daniela Bombonato
Planning :
Carolina Silva
Planning :
Bruno Gomiero
Media :
Marcia Mendonça
Media :
Mateus Madureira
Media :
Felipe Braga
Media :
Renata Oliveira
Media :
Rafael Salles
Studio :
Malagueta Studio
Executive Producer :
Marcello Baltazar
Client Approval :
Ariel Grunkraut
Client Approval :
Thais Nicolau
Client Approval :
Bruna Yoshida
Client Approval :
Mariana Santos
Client Approval :
Stephanie Pellin

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