Making an impression with its brand new camouflage range of apparel, Burger King, with the help of BBH, has used its unique brand identity to create a limited-edition collection that’s sure to have you eating their new burgers without a worry.
The camouflage clothing launch accompanies The Argentinian and The Steakhouse burgers, championing ‘gloriously messy’ grub. With the opportunity for 100 lucky Burger King lovers to have a chance at winning the apparel, all they have to do is purchase the new burgers through the brand’s fast-food app.
This unique camouflage print is a collaboration with Katy Eary and clothsurgeon and with an impressive three-week turnaround from initial idea to launch, the Burger King camo even featured on HYPEBEAST, the extremely popular, contemporary fashion movement brand.
The BBH creative director, Felipe Guimaraes spoke to LBB’s Nisna Mahtani about the creation of the limited-edition range that has everyone talking.
LBB> A Burger King camo collection. What a great idea! Tell us what the brief was and how you came up with this concept?
Felipe> We were briefed with the task of launching the new Gourmet Kings. Two massive burgers, packed with the finest ingredients. We quickly realised that eating them came with inevitable spillage. So we wanted to create something that solved this inevitable problem. In comes ‘The Fall Collection’, a slightly bonkers way to launch and tell people about these jam-packed burgers.
LBB> When you pitched the ‘sauce couture’ idea to Burger King, what was their reaction, what did they say?
Felipe> Burger King is one of those clients we all wish we had. They understand and see the value of ideas that are famous and have a place in culture. The Fall Collection had all the ingredients to deliver on that. So when we presented it, they were quick to jump on it. From the day we presented to the day it went live, it was a matter of weeks.
LBB> Katy Eary and clothsurgeon worked with you to create the print. How long did it take and what was the process?
Felipe> From the day we were briefed to the launch was a total of three weeks. It was a very fast turnaround. Luckily, Katie Eary nailed the print really quickly and Rav Matharu, founder and designer from clothsurgoen, printed and constructed the shirts in less than two weeks. It was a massive effort from everyone involved.
LBB> The ad brilliantly combines Burger King’s unique personality with the serious styling and tone of haute couture fashion. What was it like on set, how did you achieve this balance?
Felipe> We have worked with Burger King for some time, so we feel we have a good understanding of their tone of voice. There is always a playfulness and subversion to the work they do, but never at the cost of boldness and craft. So when we sold in the idea, we knew we had to treat it with the same level of attention as a high fashion brand would in their latest campaign. This needed to be Versace, but with burgers. We knew what we wanted and we truly went for it.
LBB> The pictures perfectly represent ‘The Fall Collection’ of burgers. Can you talk us through the process of colourising and editing the ad?
Felipe> The new visual identity for Burger King was a big inspiration for the art direction. We wanted to hint to the retro ‘70s vibe of the new world, but at the same time make sure the shots felt fresh and modern. Hence the overstyled cast with the orange and red colour palette. We also wanted it to feel glossy and shiny, as it's a quick hint to the world of high fashion. Gucci, with a bit more sauce.
LBB> What can we expect to see next from this campaign?
Felipe> There’s lots more to come when it comes to Burger King. In terms of The Fall Collection, we feel we have addressed unwanted spillages, maybe there is another major food problem out there we can solve in another bonkers way.
LBB> What has the response to the campaign been like so far? What’s the best reaction you’ve seen/heard?
Felipe> There have been some great responses from both the industry and the general public. Lots of people want the shirt and editorials being written about it. You know you have hit culture when HYPEBEAST decides to post it.