Max Burgers Print, Digital Stop Beefing by Acne Stockholm

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Stop Beefing

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Industry Fast food, Mobile applications
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market Sweden
Agency Acne Stockholm
Executive Creative Director Johan​ ​Bello
Art Director Simon Saarinen, Agnes Zetterman
Senior Art Director David Hammarström
Copywriter Olivia Widmark
Senior Copywriter David Aronson
Released June 2018

Credits & Description

Media: Press
Category: Food
Client: Max Burgers
Agency: Acne
Production: Acne
Country: Sweden
Executive Creative Director: Johan Bello
Art Director: Simon Saarinen
Art Director: Agnes Zetterman
Copywriter: Olivia Widmark
Senior Art Director: David Hammarström
Senior Copywriter: David Aronson
Planner: Johan Hesslefors
Project Manager: Emelie Thorén
Account manager: Andreas Hallgren
Max, Head of Media & Digital Marketing: Kristoffer Stenqvist
Max, Marketing Project Manager: Frida Sjödin
Max, Chief Marketing Officer: Tobias Karlsson
The hamburger emoji became one of the big debates of 2017. When Google released their emoji in the fall they had made one major mistake. The cheese was put under the meat - a big faux pas amongst hamburger lovers. Something Apple fans were quick to point out, as the iOS emoji has the proper placement. The hamburger became a top priority for Google, who choose to redesign the emoji and correcting the error (the cheese is now put on top of the meat). The Swedish fast food chain MAX Burgers just became climate positive and are now going in to the debate as well. Pointing out that the discussion had the wrong focus from the very beginning. It shouldn’t be about the cheese, but all about the meat, a far bigger issue in the burger industry at the moment.