The brief was to announce the reopening of BK’s restaurants after more than one year of take away only.

Lockdown brought a new element to the desolate urban landscape: People dining at the streets. Uncomfortable positions, improvised furniture, and arguable hygiene, made the whole street-dining thing a not so pleasant experience. We portraiyed real and raw slices fo life of our customers going through this not so pleasant experience, to announce that finally we were open again.

We showed fresh situations that everyone could relate to. Our target was every single person, eating take away during lockdown. (aka. everyone)

Our street photographer captured Burger King customers on the spot. The realism of the characters, situations, and “paparazzi” style of photography created great identification. It could be any of us. Media placements were picked in proximity to BK restaurants. The campaign ran in OOH in Berlin, Hamburg, and Frankfurt. Plus social media content in BK Garmany’s Instagram and Tik Tok. But went viral imediately.

Through humor, and expressing in perfect timing the collective mind’s feeling of relief, the campaign got shared and talked about online way beyond its media budget. Reaching 21M impressions, and 37M reactions of social media. With no PR budget or effort, the campaign became viral driven only by consumer’s identification. For the first month of the reopening month, BK Germany had 19% more guests than Fabrauary 2020 (Last month open before lockdown)