Fire Makes Everything Epic

Burger King's new campaign says it loud and clear: fire makes everything more epic. Anything cooked over an open flame carries a flavour no kitchen shortcut can fake. That truth is the foundation of the brand's new multi-market campaign, created by Zurda Global together with Conciergency and recently launched in Brazil & Chile.
The idea starts from something simple and undeniable: fire turns the everyday into the memorable, the ordinary into the extraordinary, and makes the familiar feel new again. The same fire that gives Burger King® its flavour is what fuels a creative concept connecting epic moments to the brand's purest identity.
"Nobody has ever gathered around a microwave. Fire has been pulling people together for a hundred thousand years; Burger King® has been doing it since 1954. We did not invent that idea. We just turned the volume up”, said Diego Gueler Montero, Co-founder and Chief Creative Officer of Zurda Global.
The campaign marks the first project by Zurda Global and Conciergency for Burger King®, adding a new chapter to the collaboration between the two agencies by bringing together their creative, strategic, and design capabilities across multiple markets.
“We set out to bring the creative idea into the physical space and turn the restaurants into true stages for the campaign. We developed a visual execution designed to amplify the concept and make sure the fire was not only seen, but felt at every touchpoint. The challenge was to transform each restaurant into an extension of the idea, creating a powerful, cohesive and immersive brand experience,” said Valentina Zuchiatti, CCO of Conciergency.
"We wanted to give this concept a blockbuster scale, epic and full of wonder. In an era when prompting is in vogue, we went the other way. We strapped actors to the roof of a moving bus, climbed to the top of the tallest building in the city, set guitars on fire, and got mud up to our knees chasing lightning strikes in the countryside. This practical approach gave the piece the physicality it needed to drive home its most important point: real fire makes a difference.", added Eugenio Fernández Abril, Director at Primo.
The campaign, produced by Primo, runs across TV, digital, social media and out-of-home - and anything else that adds fuel to the idea - reminding audiences of one simple truth in a world full of options: when there is real fire, everything becomes more epic.