Burn sizzled. A “hot street”— three-dimensional, giant, burning wall—was installed outside popular night venues. To match the irreverent spirit of the target audience, a man was urinating on the wall while holding onto a can of Burn. A closer look revealed that the man was a mannequin and the fire was caused by sprinklings out of the can. The scene was authenticated with a burned scooter, a blackened bike and a half-melted trash bin.

The audience easily recognised the brand in the installation rather than being only shocked by it. The campaign had high resonance amongst the target audience for its strong visual impact, especially because it happened during the ‘white night’ where 1,300,000 people were out and about in Milan for a sleepless night.