Brief: A print campaign for the launch of a new Angry Whopper in Italy. It's recipe has three new ingredients that will be used in Italy for the very first time: "Angry Onions", Jalapeños and pepperjack cheese.
Target: 15-44 years men and women
Solution: Play with the fact that the ingredient is exotic and spicy. Create a challenge for the consumer by trying the new product.
Concept: The posters tell us in ironical way that eating spicy Jalapeños can become an everyday activity for those who are strong enough. For each poster has a different target which is shown in different situations.
Keywords: Expectation, Dareful, Provocative, Simple, Spicy.
Look and Feel: Simple, Minimal, Neat, Precise, Fun.
Tone of voice: Ironical.
Claim: WE DARE YOU, YOU TRY.