The Burger King app has been around for a while now; people know that and there's nothing groundbreaking about it. What’s new f the fact you can get your food delivered through the app. But let's face it, that's not exactly groundbreaking either.

1st challenge was to attract attention & get people talking : we chose to poke the competition.

2nd challenge was that our campaign is geared towards more than 10 countries all over the world at varying stages of development, with different cultural references. For example while we initially worked on 3 visuals (easter eggs referencing McDonald’s, KFC & Wendy's) we dropped Wendy's, as the chain is far less popular on a global scale.

3rd, we wanted people to linger and spend time looking for the easter eggs, which is why we opted for local displays that would draw passers-by into the game of hunting for clues.