Eastern European Horror Was The Inspiration From Jones Knowles Ritchie For Burger King Halloween 2019
by Jessica Deseo on 02/01/2020 | 2 Minute Read
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.
The idea #BKursed then used a sinister black and blood-red graphic style, with creepy ghouls and eyes, all staring straight into your soul. BK guests agreed that we evoked the dread that comes from feeling like you’re being watched or cursed. Sadistic? Maybe. But the results were scary good! Our packaging elevated the launch of the BK Ghost Whopper across 10 cities throughout the U.S., including Savannah, New Orleans and San Francisco -- three of the most haunted cities in America.
- Designed By: Jones Knowles Ritchie
Annie International Inc.