Being scared is big business in the US – over $900m was spent in horror movie ticket sales in 2019 alone. For Burger King’s Ghost Whopper campaign this Halloween, we wanted to tap into people’s fascination with horror and the fun they get from being scared. We created a design-led experience that played with that fascination and stood out from the deluge of Halloween themed campaigns that flood culture at that time of year. Inspired by Eastern European horror film posters, we designed packaging with a dark folk-tale meets being-stalked-by-a-murderous- ghoul vibe.