Seagull Index - Burger King

To launch Burger King’s Fish King menu, we went after Kuwait’s most discerning fish lovers. Not food critics. Not influencers. Seagulls. Living on the Arabian Gulf, they know good fish when they see it, and they usually steal it. So we made them the faces of the campaign, launching animated films from inside the minds of Kuwait’s hungriest birds. Then we created The Seagull Index, a live digital activation where seagull behaviour decided the price of Fish King products each day. The more they wanted it, the better the deal got. Now that’s what I call an idea with scale! Get it, ‘scale’, like fish? Fish scales? I’ll show myself out…

The Seagull Index tracked seagull activity around Kuwait's main Burger King branch in real time. The more seagulls gathered, the higher the demand.. and the higher the price of a selected Fish King product. Every day for a week, the price shifted based on their behavior, turning the seagulls into an unlikely but very convincing endorsement of the new range.

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