ABOUT

Burgerista wanted to create a new culture and lifestyle around premium quality fast food. A culture that comes with new rituals and behaviour.

With their strong belief in locally sourced, always fresh never frozen, handcrafted food, Burgerista briefed us to empower consumers by informing them what's bad about eating the processed food offered by the high street chains such as McDonald's.

So we created the Burgerista Bullshit Detector.

A revolutionary hand-held device that tells you the chemicals, fats, carbohydrates, proteins, calories, nutrients, allergens and other ingredients in your food.

We sourced this amazing new technology from TellSpec Inc. - A data company that provides intelligence about food.

A portable Pop-Up Kiosk would take it to where it would have most impact. You can't beat a product demonstration when you have a superior product.

Naturally the Bullshit Detector would be available for use in all Burgerista restaurants - where you could also loan one out for a day absolutely free.









The technology behind the Bullshit Detector
It combines spectroscopy, bioinfomatics techniques and deep learning algorithms to analyse consumer food at the molecular level.

Burgerista Bullshit App: Bullshit Food Digest

The Digest curates the data into stats and facts about your scanned ingredients. We'd gamify this by rewarding points and badges. The more 'Bullshit' they found in competitor's food the more points they got. With leader boards showing their status, they could win discount codes and their very own Burgerista Bullshit Detector.
























Then we socialised it with #DontEatBullshit

We'd encourage people to publish their Bullshit Detector results (and upload food photos) using #DontEatBullshit, then smartly curate and leverage these across Instagram, Facebook, Twitter and Foursquare.

In-Store we'd promote Foursquare/Swarm Specials, to encourage frequent 'Check-Ins' to get people talking about the quality of Burgerista's fresh food, their Bullshit Detector technology and their competitor's bullshit ingredients.


Launch Event

The client wanted a Local Launch Event that would grab the headlines and a video that had potential to go viral.

So we proposed 'Death Of A Clown'

The Death Of A Clown Funeral would be announced across local and social media.

On the day of the funeral, a large procession of clowns would follow the coffin. The event would be completely OTT with a horse drawn hearse, New Orleans Jazz Funeral Band and camera crews lining the route. Clowns being clowns, the mood would be both celebratory and sad. Some clowns carry signs displaying a #DontEatBullshit protest.

The procession would end with an open air 'Flame Grill' cremation.
Then a wake at Burgerista.

The video would capture this event, with the final film treating it like a full blown State Funeral with a Richard Dimbleby commentary. The film would conclude at the cremation with a simple caption: #DontEatBullshit

Or in emojis:

The Burgerista Bullshit Detector was a Concept Presentation while working freelance.