THE CHARCOAL ADS

TitleTHE CHARCOAL ADS
BrandMAD GRILL
Category C04. Outdoor
Product/ServiceRESTAURANT
Entrant SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
Idea Creation SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Fede Botella Padilla SuperHeroes Amsterdam Copywriter
Diego Lauton de Oliveira SuperHeroes Amsterdam Art Director
Daan van Doorn Daan van Doorn Visual Artist
Jeroen Baars SuperHeroes Amsterdam Videographer, Editor
Niek Eijsbouts SuperHeroes Amsterdam Creative Director

Cultural / Context information for the jury

Mad Grill is a burger restaurant in Madrid. It’s one of the few burger restaurants in the city that uses real charcoal to grill their burgers. In fact, charcoal is a key ingredient for them and gives their burgers a very specific flavour that makes them different from all the rest. In a market in which new burger restaurants open almost every month, Mad Grill needed to remind people about this significant difference. That’s why we asked hyperrealist artist Daan van Doorn to draw a print ad with the same charcoal used at the restaurant to grill burgers. Daan van Doorn is a prestigious hyperrealist artist whose work has been exhibited in museums such as the National Portrait Gallery in London or the Stedelijk Museum in Amsterdam. The hand-drawn OOH ad was placed in one of Madrid busiest metro stations and quickly became very popular among burger lovers.

Translation. Provide a full English translation of any text.

This ad was made with the same charcoal we use to grill our burgers.

Tell the jury about the illustration.

To illustrate every element of the advertisement, artist Daan van Doorn only used the same charcoal they use at Mad Grill to grill their meat. By using the hyperrealistic technique, that the artist is well known for, one of Mad Grill’s signature burgers was illustrated in exquisite detail. All typography in the ad was also drawn by hand using charcoal. This technique and choice of material ensures texture and detail come out perfectly. The craft of illustration also lingers well with the craftsmanship and quality of preparing gourmet burgers. Van Doorn applied his craft to turn the drawing into a delicious looking food portrait.