Creativity

Why Is This Burger King Restaurant Posting a Menu in Gibberish?

Chain Is Highlighting World Literacy Month With Drive-Thru Stunt

By Alexandra Jardine. Published on Sep 28, 2016

Editor's Pick

Burger King is highlighting World Literacy Month with a campaign that saw the chain post menus written in gibberish at one of its drive-thru restaurants in the U.S.

To drive home the message that one in five people in the world cannot read, it deliberately confused customers who were bewildered and unable to order because they could not read the menu. The stunt, by Code & Theory, was filmed for a social media film, seen here. The social campaign will also feature Facebook and Instagram posts written in foreign languages that fans can "translate" through Facebook's auto translation tool to reveal messages in English about the power of literacy and education.

The project was commissioned by the Burger King McLamore Foundation, which works globally to help literacy initiatives.

Earlier this month, Bono's organization One.org conducted a stunt where it hypnotized professionals to believe they could not read or write.

The Burger King effort is reminiscent of an award-wining campaign Leo Burnett previously created for BK competitor, McDonalds, for which it changed up Golden Arches menus with gibberish in a campaign promoting children's literacy. The effort also highlighted original books that McDonald's was giving out with Happy Meals at the time.

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About

Credits

Date
Sep 28, 2016
Agency:
Code and Theory
Client:
Burger King
Group Creative Director:
Brad Dixon
Associate Creative Director:
Mike Latshaw
Art Director:
Daniel Nosonowitz
Junior Visual Designer:
Riley Walker
Associate Strategy Director:
Kelly Meyers
Community Manager:
Hallie Martin
Group Account Director:
Jill Bernstein
Executive Producer of Content Production:
Jeremy Fox
Content Producer:
Josh Diaz
Associate Producer:
Shaina Thomas
Partner:
Steve Baer
Managing Partner, Director of Client Services:
Dotty Giordano
Production Company:
BrehmLabs
Production Company:
BrehmLabs
Director:
Frederic Brehm
Producer:
Thomas Hill
Director of Photography:
Liza Gipsova
Editor:
Gabriela Tessitore
Sound Mix:
Ron Shaffer
Color Correction:
Jeff Rovinelli

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