'Flame grilled' campaign
David Miami blazes way to top prize
The winner of the Print & Publishing Grand Prix for 2017 is a tongue-in-cheek campaign from David Miami for Burger King. The campaign emphasises the seriousness of the company’s ‘flame-grilled burger’ claim by showing a series of Burger King restaurants consumed by fire.
Jury president Fran Luckin, chief creative officer of Grey Africa, said the campaign was “playful, authentic and edgy. We were looking for what we called the ‘classic new’, a campaign that contained everything great about a classic print ad distilled into a powerful moment – but also aware of the fact it is in a modern hyper-connected age. Brands today have to be real and have a sense of humour — and this was a brave campaign.”
In terms of the overall category, Luckin said the jury steered away from “self-referential and hermetically-sealed ads. The campaigns we selected were the ones with ideas that seemed to be communicating with a large outside world… that were created to spark a debate.”
The jury awarded Gold Lions to 12 separate print and publishing campaigns. Luckin made special reference to a campaign for Forbes Magazine in Brazil, from Ogilvy Brazil.