Breaking the Mould: is risky creative effective?

Burger King’s marketing has attracted applause and acclaim for their collaboration with some of the best creative agencies on the planet. Is it paying off?

At Ipsos' Creative Excellence, we know that the more distinct, risky creative that breaks category conventions is more likely to capture Attention, while those that follow established ‘rules’ are likely to suffer from cognitive immunity, with people non-consciously screening it from their mental spotlight of Attention.

In seeing this type of work coming from the risky decisions and strong agency collaborations Burger King create, we constantly salute them. First and foremost, because this type of marketing works to trigger action favorable to the brand, influencing people to visit more outlets and buy more products, though also it serves as an example to advertisers we work with to embrace risk and being uncomfortable, which is a reliable path to capturing and retaining Brand Attention.

But when their latest creative landed, we watched, and we paused for thought. Read our detailed paper evaluating the effectiveness of Burger King’s latest campaign.


Burger King’s marketing has attracted applause and acclaim for their work and collaboration with some of the best creative agencies on the planet. A Grand Prix, two Gold Lions and being named as the first ever Cannes Lions Creative Brand of the Year tells this story.

Media & Brand Communication