THE CHARCOAL ADS

TitleTHE CHARCOAL ADS
BrandMAD GRILL
Category F01. Local Brand
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 their burgers. 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

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Mad Grill is a burger restaurant that opened in Madrid in 2010. Ever since the opening, the restaurant became the go-to-place for burger lovers. A few years later, the hype of gourmet burgers is still on the rise in Madrid, with new burger restaurants opening all around the city. Mad Grill needed to remind local burger lovers that, even if there are tons of new places in town, they remain to be one of the few to use real charcoal to grill their burgers. A significant difference that makes them better from all other burger restaurants.