What do you say when you have to think up a global Burger King campaign for more than 20 markets and 5+ languages? We landed on a universal truth: fire has always been epic, from the dawn of time to today. From the first cave fire to the pyrotechnics on a trap artist's stage. Fire doesn't speak any one language or belong to any one border.
That's exactly why it works in every market on earth. It was a massive pitch and a very long process, but it finally became this epic commercial