"This Taste is Fire"
Burger King's Hot Chilli Lovers collection, launched in the UAE and KSA, featured burgers so spicy they triggered fire alarms—literally. Crafted by Wunderman Thompson Dubai, the campaign used real water flooding to simulate heat, no CGI involved. It resonated with the region's love for bold flavors and cultural expressions like "Sho!" and "Shuuu!" The result? A viral sensation that sold out rapidly and sparked widespread conversation.