Old Toys. New Tricks.

Plastic toys. They’re in our homes. Our trash. And now, they’re in our oceans. So BK decided to do something about it. Ditch ‘em. But they’re not stopping there. They’re taking all your unwanted toys – and melting them down for good.

 

Welcome, to the Meltdown.

Capabilities

Brand Identity 

Packaging 

Social Media Content 

Film & Motion 

Launch Campaign  

OOH 

Featured

AdAge

BBC

CNN

Contagious

FastCo

Recognition

FastCo –
World Changing Idea
D&AD Graphite Pencil
D&AD Wood Pencil x2
Webby Nominee
One Show Shortlist
One Screen Shortlist

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With the heat turning up on plastic everywhere, we knew we had to do something big. The kind of campaign that only the King could pull off.

So we told the country to bring us its plastic toys, no matter which clown handed them out in the first place. We gave them a burger. And then we took their plastic to a better place, melting it down into play areas and more.

 

And then we just kept melting, across every element of the multi-channel Meltdown campaign. The logo. The crown. The amnesty bins. The stores. A whole cast of discarded toys. And even the Southbank.

Within 24 hours of launch, the Meltdown had already delivered 7.5 billion impressions (that’s the equivalent of £15m in earned media value).

What’s more, Burger King are now set 
to save 320 tonnes of plastic annually from ending up in our landfill 
or oceans.

The provocative idea that JKR presented demonstrated the engagement we were looking for; we knew it would capture the nation’s attention and change kids’ meals forever.

KATIE EVANS
Marketing Director, Burger King® UK