I wanted to pass along a campaign that I thought was actually pretty cool from this week’s Mediapost Out to Launch column, which is written and published each week by Amy Corr. If you haven’t seen it, I recommend you go check it out here.

The campaign I like was done by one of the hottest advertising agencies in the world right now, Crispin Porter + Bogusky (CP+B), for their client Burger King in the UK. The premise of the campaign is that there’s this big movement called “People for the Proper” that are pushing a proper breakfast. The ads feature the improper and proper way to do simple things like give a handshake and wear pants and then give a coupon for a “proper breakfast.”

My favorite part of the campaign was a fake publication that Burger King published called “Improper Magazine” that was published and inserted into another magazine. The magazine was actually a really clever ad for Burger King, and showed a bunch of paparazzi type photos of people indulging in improper breakfast practices. The publication also gave tips on how to how to enjoy a proper breakfast–mainly by enjoying a warm, delicious flame grilled bacon and egg butty (which I’m guessing in the UK means sandwich???).

Good stuff, CP+B. As usual, you’ve created advertising that breaks the traditional mold.

Garret Ohm
www.orange-element.com

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