“We are proud to start 2018 with the worst campaign.” [Tolga Büyükdoganay, creative director, Etcetera Amsterdam]

For those who live on tom yum or Lean Cuisine, “worst” is the Dutch word for hot dog. So now you get the twist in Amsterdam creative agency, Etcetera’s, product launch campaign for Burger King, yes?

Burger King, the flame-grilled fast food company, has launched grilled hot dogs in the Netherlands.    

The ad taps into people’s need to “clear the decks” and start a new year afresh. Getting rid of the stuff they don’t like – and don’t need. Burger King is inviting people to make space for new experiences by grilling the worst things they’ve been holding onto – like pink plastic clogs, tax bills and those souvenirs that seemed essential in a holiday fugue.

The #GRILLTHEWORST campaign asks everyone in the Netherlands who has something they want to let go of – big or small – to join an activation event in Amsterdam on Monday, January 15, where a team of Burger King grill masters will fire up the grill and ceremonially set light to the worst of 2017.

The campaign launched with an online video featuring a series of worst things hitting the grill and getting flamed.

https://youtu.be/1XBw7T6Gz5s

Credits:

Agency: Etcetera

Creative directors: Tolga Büyükdoganay, Raymond van Schaik, Ben Imhoff & Wouter Voges

Strategy: Frank Huiberts & Margot Bouwman

Social strategy: Michael Nap
Design: Lynnet Wams & Michiel Koorstra
Account: Martin Stiemer
Agency Producer: Marc Elbers, Remko Esser & Anne Verdaasdonk

Production Company: Vigics
Director: Dwight Groot
Producer: Sophie Victorine
Production Manager: Lisanne van Steen
DOP: Jorne Tielemans
Photography: Kaj van Geel

Editing: Vigics
Grade: Rik Mahieu @ Baseline
Sound Design: Sjoerd Kats
Composition: Daan Jansen
PR: Jessica Hartley & Patricia Bruens

Client: Burger King
Marketing team: Andrea D’Aloia, Madhav Kapur & Ana Mendes