Source: Adweek
Burger King has a message for young people in Germany who like to play with fire: Apply for a job today!
The fast-food chain has turned up the heat once again in its latest campaign, with a series of print and out-of-home ads by Hamburg’s Grabarz & Partner which capture visually striking moments of passion, pageantry and protest around the world.
The campaign almost feels like photojournalism. The subjects of the images include soccer fans brandishing their Bengal lights; a fire festival in Valencia, Spain; a flame-breather demanding improved living conditions in Brazil; and a masked anti-globalist armed with a classic Molotov cocktail.
The ads direct readers to bk-careers.com, which redirects to BK Germany’s jobs page.
Yet, while the campaign looks to establish the chain as an edgy employer, it all goes back to those burgers.
“Burger King is all about flame grilling,” Grabarz & Partner art director Matthias Preuss and copywriter Jakob Eckstein told AdFreak in an email. “This is also the main difference from our competitors, and therefore it should be part of every communication—especially when it comes to a recruitment campaign. Since Burger King is active in a highly competitive market, we have to be bold and stand out to get new employees.”
The fact that some of these images are heavily politicized is no accident. “We wanted to choose relevant topics for younger people; that’s why we came up with these [themes],” Preuss and Eckstein say. “In addition, picking up polarizing [themes] result in more attention for our campaign.”
