BURGER KING WTFANTA?
A new, fruity, mysterious Fanta flavor is coming to Burger King. BK asked us to get our fans in on the mystery and get them guessing what the new frozen Fanta flavor might be. So we took our fans to one of the most confounding and mysterious corners of the internet: The Backrooms.
In this truly bizarre social campaign, we explored the Backrooms in a series of videos, each containing clues to help solve for the mystery flavor and ultimately leading up to a surreal flavor reveal.
(Curious Swifites should note that we posted these way before the release of The Tortured Poets Department backrooms teaser…)
After the flavor reveal, we let fans explore the BK Backrooms for themselves with a bespoke Instagram AR filter. Built into the filter was a game that had players throwing green herrings (see video 2) at floating pieces of strawberry shortcake to earn points. Weird, but fun!
ALL CLUES (IN CASE YOU MISSED THEM):
A green flower (FLOUR if you will), strawberry seeds on the walls, “Flower in bed, white then red” referring to how strawberries bloom, a cake-baking timer, a map of Hillsborough County, FL (leading producer of strawberries in the country), a green herring (red herring but green), a frosting knife, giant STRAWs, May 20th circled on a calendar (National Pick A Strawberry Day), a gardening cultivator, and a whole poem about baking a strawberry shortcake.
My role: Art Director
Copywriter: John Dillon
Animators: Kelly Bray and Sukratti Jain
ACD: China Levy,
ECD: Bridget Jewell