How do you make people think twice about driving drunk when they dont think its a big deal? You make it a big deal.
Ogilvy Brasil with Bar Aurora and Boteco Ferraz added the real costs of drunk driving to peoples bar tabs. Thus speaking to them in the moment right before they decided whether to drink and drive or not.
First they got pissed, then they got the message. 🙂
In fast-food marketing, “fresh” claims are easy to say and hard to believe. Burger King’s Whopperface is a clean example of turning a claim into visible proof inside the restaurant.
One cashier, one hidden cam, one printer. That is all Ogilvy Brasil needed to prove that Burger King sandwiches are made to order.
When a customer ordered a Whopper, they took a picture without anyone noticing. Then the customer got their freshly made sandwich with their face on it. Burger King proved that each sandwich is unique and made to order for each customer.
The mechanism is simple. Capture identity at the moment of order, then attach it to the product that comes out of the kitchen.
The hidden camera took the photo. The printer produced the personalized output. The handoff at the counter delivered the proof. The customer did not just hear “we make it fresh”. They received a physical, personalized marker that could only exist if the sandwich was made for them in that moment.
People trust what they can verify.
A customized face print is not a vague reassurance. It is a unique token. It signals individual attention and removes doubt about whether the item was pre-made. It also triggers a social instinct: if you receive something with your identity on it, you are more likely to show it, talk about it, and remember it.
The intent was to rebuild credibility around freshness and ordering, using retail experience as the media channel.
Instead of spending budget repeating a claim, Burger King invested in a moment that created both belief and shareable content. The proof lived in the customer’s hands, and the story traveled naturally from there.
A retail stunt where customers received their freshly made sandwich with their face printed on it, proving the order was unique and made specifically for them.
A hidden camera captured the customer at order time, and a printer produced a personalized output that was attached to the fresh sandwich at handoff.
Because it creates a unique, verifiable artifact that can only exist if the sandwich was produced for that specific customer in that specific moment.
Increasing trust in freshness and differentiation by turning the restaurant experience into proof and shareable content.
If trust is the barrier, design a simple proof mechanism that customers can see, hold, and share.
