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Burger King Meltdown
Context
Burger King approached Jones Knowles Ritchie with a huge ambition: to take a firmer stand on plastic waste and no longer serve plastic toys with its kids’ meals. We came up with a simple idea, inspired by Burger King’s irreverent spirit: melt down all plastic meal toys and transform them for good.
The campaign offered people a free burger upon trading in their unwanted plastic toys. The toys would then be melted down to make play areas and more. This lead to unwanted toy amnesty bins popping up in 500+ restaurants across the UK, and an estimated 320 tonnes of plastic expected to be saved annually.
Client
Burger King UK
Agency
Jones Knowles Ritchie
The campaign needed to be eye-catching, single-minded and accessible to everyone. It also had to embrace Burger King’s existing brand assets: the logo, typeface and colours. The use of 3D hyperreal melting plastic, and Pixar-esque toy characters, held the whole campaign together with a playful and optimistic spirit that people of all ages could get behind.
The Meltdown logotype sat at the heart of the campaign and existed as a graphic and a three dimensional model. I worked closely with the illustrator Grand Chamaco to build the logo so that it could exist in the same world as the melting characters, and look great from all angles.
Within 24 hours of launch, the Meltdown had already delivered 7.5 billion impressions (that’s the equivalent of £15m in earned media value). What’s more, Burger King are now set to save 320 tonnes of plastic annually from ending up in our landfill or oceans.
Credits
Alec Tear — Design & Lettering art
Lilia Quinaud — Design
Tom Mitchell — Design
Tim Wilcox — Design
Grand Chamaco — 3D Illustration
Daniel Kennington — Motion Design
Louise Tattershall — Motion Design
Kristie Malivindi — Design Direction
Stephen McDavid — Creative Direction
Accolades
⬢ D&AD Graphite Pencil
Brand Expression in Moving Image
⬢ D&AD Wood Pencil
Campaign Logos
⬢ D&AD Wood Pencil
Campaign Branding
⬡ D&AD Shortlist
Graphic Design / Integrated Graphics
⬡ D&AD Shortlist
Graphic Design / Posters