Burger King turned outdoor screens into live UV meters: 'Don't grill yourself'

Educate people about the risk of unprotected sun exposure in a lighthearted way, in the brand's own flame-grill language.

Burger King, the master of flame-grilling, tells people not to grill themselves, with ads that double as real-time UV readings of how dangerous the weather is.

Traditional outdoor digital displays were turned into ads carrying real-time UV scales, so passers-by could see how much danger the weather poses. The ADC*E entry credits Zaraguza CZ and Wavemaker, both Prague.

Won a Bronze Award at ADC*E 2025 in Print & Outdoor, Special Outdoor. The entry gives no audience figures.

The ADC*E entry says that every summer people ignore the risks of overexposure to the sun without proper protection, essentially grilling their own skin.

Burger King, described as the master of flame-grilling, decided to educate people in a lighthearted way under the line 'Don't grill yourself, you're not a Whopper'.

The team transformed traditional outdoor digital displays into ads with real-time UV scales, so people could see how much danger the weather poses. The work took a Bronze Award in the 2025 edition's Special Outdoor category.

'Grilling' links the sun-safety warning directly to Burger King's flame-grilled identity.

A live UV scale gives the display useful information instead of a static slogan.

The lighthearted tone suits a brand rather than a public-health lecture.

Tie a public-health message to the brand's signature word, here flame-grilled, and make the medium show live data so the ad is useful when it is seen.

The entry reports no later results.