Burger King is always searching for new and innovative ways to remind consumers that the brand flame-grill their burgers, while its main competitor doesn’t.

In Brazil “for rent” signs are everywhere. So, we decided to use them to communicate Burger King’s main benefit while simultaneously burning our main competitor. With a modest budget, the idea generated a huge impact.

The signs were deployed in São Paulo and Rio de Janeiro, where the best locations were found. After the signs were placed, their photos also became social media content.

The idea made the headlines of Brazil’s most important outlets, even though news channels tend not to talk about advertising in the country. Also, it was a success in Burger King’s social media, with thousands of interactions.