The idea came from what actually happens when you win something. That outburst of surprise and delight, before your brain has checked what your mouth is doing. Only, in Burger King's world, the ‘Prize Reactions’ came flame-grilled.
The game became the Whopper Wheel. The campaign became a whole vocabulary of food-fuelled disbelief, and an invitation to spin for prizes worth shouting about.
The language gave us plenty to play with across social, in-store and the app. BURGER ME! stops you scrolling. HOLD ON TO YOUR BUNS… builds anticipation before a spin. HOLY FRIES! greets the win.
And at full volume, an amusingly placed prize covers half the brand name and your brain does the rest.
For the film, we turned a Burger King into an overexcited game show. Bright lights, a giant wheel, increasingly ridiculous reveals and a host rapidly escalating his surprise.
Then, just as he delivers the name of the game, a perfectly timed bell…
But at the end of the day, the campaign didn't run. They genuinely loved it, but decided to go with a quieter idea.
I still think this was the one worth shouting about.