Burger King: #GrillTheWorst Teaser

Cannes Lions' Marketer of the Year 2017, BURGER KING, has worked with Amsterdam creative agency Etcetera to launch a new campaign for their latest product release in the Netherlands in 2018: Grilled Dogs. Those unacquainted with the Dutch language might miss the twist: the Dutch word for hot-dogs is 'worst'.
And as BURGER KING is known for flame-grilling since 1954, the campaign idea is #GRILLTHEWORST. The campaign is launched by an online video featuring a series of 'WORST' things hitting the grill and getting flamed. Pink plastic clogs, tax bills and other 'worst' items from the year take a hit on the grill.