Burger King wanted to let everyone know that flame-grilled beef and fresh ingredients make the Whopper the best tasting fast food burger out there. So we decided to try and prove that substance wins over style by literally removing everything but taste' itself.

When The King wants to publicize the grand opening of a Burger King restaurant in an appropriately grand fashion, only one lighter than air announcement will do: The King Balloon. Floating thousands of meters up as it spreads the good news to thousands of Spaniards, the King Balloon is attention-getting and headline-grabbing proof that one good launch deserves another.

We shared our results through wild postings, banners, billboards and a TV campaign, and the full experiment can be seen at blackbk.de. It all culminated with the launch of the new BK tagline, 'Taste is King'. Black BK proved that the Whopper tastes great no matter where you eat it. Although ordering one from the counter in total darkness, well that’s another story