Everyone wants what they can’t have and right now there’s so much wanting going around. Belgians must be craving a Whopper. Burger King closed its stores in many of its European locations weeks ago.

Even if they’re not (yet) Buzzman and Burger King are revving up anticipation as the chain gets ready to reopen its drive-thrus in April 23

Buzzman has censored all of its new ads, blocking images of the chain’s products with tongue-in-cheek messages about wanting to avoid too much temptation in the days before the sandwiches are available for purchase again.

On Burger King’s Belgian website, all food in the menus are similarly censored. Ditto across its social networks. Social messages include, “Drive reopening very soon. In the meantime, let’s avoid any frustration,” “No, really, there’s no point in hurting yourself,” reads another.

Credits:

Agency: Buzzman
President and Executive Creative Director: Georges Mohammed-Chérif
Vice President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Louis Audard & Tristan Daltroff
Creatives: Yvonnick Le Bruchec & Thibault Picot
Account Director: Xavier Devaux-Landragin
Account Executive: Quentin Seguret
Head of Social Media: Julien Scaglione
Head of PR and Communication: Amélie Juillet
PR and Communication Manager: Paul Renaudineau

Client: Burger King Belgium
Chief Executive Officer: Kevin Derycke
Marketing Director: Dirk Lammens
Marketing Manager: Vic Dresen
Junior Brand Manager: Sofie Couck