In a digital world where conversations about food cravings are abundant, Dentsu Philippines has cooked up a truly ingenious campaign for Burger King that taps directly into this shared, social experience. The “Real Feels” campaign transforms the very ingredients of a Burger King meal into a language of its own, literally turning conversations into burgers.
Recognizing a massive spike in global online chatter about food cravings, Dentsu Creative Philippines chose to meet their audience where they were. The campaign’s core concept is a playful, visual pun: chat bubbles are designed to mimic the components of Burger King’s iconic products, with buns, patties, lettuce, and cheese represented by layered, colored shapes. These ingredient-bubbles are then arranged to form relatable, scroll-stopping conversations that perfectly mirror how people express their cravings online.
Launched on Instagram and Facebook, “Real Feels” featured some of Burger King’s most beloved menu items, including the Whopper, the X-tra Long Chicken, and the Double Cheeseburger. The campaign was an undeniable success, with the internet “eating it up.” The clever, appetite-triggering visuals led to a significant increase in organic shares and a strong engagement rate, proving that a dose of playful irreverence and a deep understanding of your audience can go a long way.
As Kristine Wong, Marketing Head at Burger King Philippines, commented, the collaboration was a proud moment, showcasing a partnership that truly understood its audience. Nikko Borromeo, Creative Director at Dentsu Creative Philippines, highlighted the team’s connection to the Filipino culture’s love for food, which allowed them to deliver an interactive experience where “every layer, like every bite, speaks.” “Real Feels” is a testament to the power of creative strategy, demonstrating how a simple, relatable insight can be turned into a deliciously engaging and effective campaign.
Advertising Agency: Dentsu Creative Philippines
Executive Creative Director: Gary Amante
Creative Director: Nikko Borromeo
Associate Creative Director: Clarence Santos
Art Director: Isaiah Pascual
Copywriter: Jino Villariba
Executive Client Director: Lieza Punsalan
Group Account Director: Ina Villegas
Business Account Manager: Via Arboleda
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