BK needed to hype their 99-cent menu. Rap star Fifty Cent was all the rage, so we invented a new character: Ninety-Nine Cent. His story was simple: he saved so much cash by eating the BK 99-cent menu, he could afford all the bling he needed.
John Leguizamo directed and stars as Ninety-Nine.
The new BK salads menu offered hot meat toppings in a pouch. Targeting women, we hyped the pouch by treating it like a fashion accessory.
We partnered with actual purse designers and featured the pouch in fashion pub spreads.