004 // Black BK

While other fast-food chains in Europe were investing more and more on the restaurant experience instead of the quality of the food itself, Burger King wanted to show that their main focus was still all about the food. In order to prove that BK still delivered the best tasting burger out there, we turned off everything that wasn't important — starting with the lights — and transformed a Burger King in Berlin into a place where all people could focus on was the burgers themselves. This food experiment spawned a TV and outdoor campaign that utilized footage from the experiment to carry home one message: Taste is King.