in varna, seagulls are as iconic as the beach itself. and every local knows the unwritten rule: never leave your food unattended.
when Burger King opened its first restaurant in Bulgaria’s seaside capital, we skipped the usual “now open” message and welcomed the brand through the city’s most notorious food lovers.
by turning a familiar local behaviour into the launch campaign, Burger King instantly became part of Varna’s culture. because if even the seagulls can’t resist it, everyone else is already too late
creative director: angel iskrev
creatives: ani kim + yoana cheneva
illustrator: yoana cheneva
account team: lyuboslav sengeliev, elitsa stoycheva, radina chehlarska
