Concept Work: Proposed campaign platform expanding Burger King’s “Have It Your Way” philosophy by introducing a custom laser engraving machine that allows customers to etch their own images directly onto their Whopper.
Challenge: Re-energize Burger King’s core brand promise in a way that feels bold, modern, and culturally shareable.
Insight: Customization has become expected. True personalization means making it unmistakably yours.
Creative Direction: Push “Have It Your Way” to its most literal extreme. Blend real laser technology with flame-grilled irreverence, treating every Whopper as an edible canvas.
Execution: A custom laser Whopper machine launches through bold, minimal OOH featuring engraved patties and unapologetic copy. The idea expands into a nationwide food truck tour with live engraving, trackable stops, digital “masterpiece” receipts, social extensions, a laser-engraved billboard, and branded tattoo moments.
Impact: Turned a legacy tagline into a cultural stunt, transforming personalization into something visible, edible, and impossible to ignore.
Role: Concept development and art direction across product stunt, OOH system, experiential tour, and supporting digital executions.
