In the second year of university me and my group entered a competition for the D&AD Creative Advertising and design awards. As part of the project, we chose the burger king brief where the brand wanted to promote the flame grilling of their burgers to their audience. The proposition was "because fire is better".

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As a result, we decided to go back to basics and research human's relationship with fire. We found the most compelling era was prehistory. Our campaign promoted flame grilling in conjunction with a stone age primeval mindset. This was meant to show customers that they can go back to this primal mindset when they consumed Burger King's flame-grilled burgers.