Facing the Fears

Creative idea

During Halloween, when most brands tried to scare people with monsters, Burger King chose to visualise real, relatable fears — food phobias. Five custom outdoor posters across the Baltics highlighted irrational fears like turophobia (fear of cheese) or mortuuseuphobia (fear of ketchup). Each execution used striking close-up imagery of the ingredients, paired with humorous reassurance: “Don’t be scared! You can go without it.” A QR code on each poster led to a microsite, where users could learn more about the phobias and customise a fear-free burger. The campaign turned static outdoor surfaces into playful, interactive moments that connected personally with passersby.

Brand name: Burger King
Advertiser / client: Burger King
Product / service: Fast Food
Campaign name: Facing the Fears
Agency network: INDEPENDENT AGENCY
Agency: Tabasco, Tallinn
Media agency: Initiative
Additional company: Tabasco, Tallinn
Web address: https://www.burgerking.ee/hirmuvabalt/
Executive creative director: Kerstin Raidma
Creative director: Tarmo Sikk
Art director: Kerstin Raidma
Copywriter: Tarmo Sikk
Designer: Kuldar Leement
Strategic planner / strategist: Indrek Viiderfeld
Film production: Stepan Solodkov
Additional company: Junior copy - Annabel Parts