ASK

Come up with a new product for Burger King and a headline-grabbing way to launch it.

INSIGHT

Not everyone eats their fast food loud and proud. Sometimes you want to each fast food without anyone knowing you’re eating fast food.

IDEA

Burger King creates an option that allows customers to enjoy Burger King in discreet packaging.

EXECUTION

Burger King will send out a notification to all app users that their privacy conditions have changed. For a limited time, undercover Whopper Lovers can turn their Whopper into The Discreet Burger. App users who select the “make it discreet” option will receive their entire order in unbranded packaging.

Campaign will end with a PR run sharing the unbranded packaging and revealing Burger King as the creators of The Discreet Burger.

Role: Art Direction/Copy — One School Portfolio School