Burger King Shrank This British Rapper so He Could Perform on a Whopper

AR packaging lets Tinie Tempah perform his latest track, ‘Whoppa,’ on your burger

The rapper, who goes by Tinie, was contacted by the brand on Twitter. Burger King / BBH

You can’t release a song titled “Whoppa” and expect Burger King not to notice. U.K. rap artist Tinie Tempah discovered that fact when the chain reached out on Twitter to suggest a collab.

The result is a wild track launch campaign created by agency BBH in London. Burger King has printed special QR codes on Whopper packs that generate a miniature “hyper realistic” 360-degree virtual Tinie who performs the track while dancing on top of a burger.

The miniature concert, produced in collaboration with Dimension Studios, is believed to be the smallest gig ever, BBH said.

“When we made this song, the vibe was all about summer time and bringing that Latin heat and energy to the U.K. music scene–not so much about burgers,” Tinie said. “But when Burger King reached out on Twitter, we immediately knew we just had to collaborate. Of all the ways I’d be launching a single in 2020, I couldn’t have predicted that it would be through a performance on top of a flame-grilled Whopper!”

The virtual concert, which BBH said will run into August, is being promoted in a social and outdoor campaign.

Stephen de Wolf, chief creative officer at BBH London, added: “In a world with no live music, we wanted to give everyone the opportunity to experience an exclusive gig from one of the country’s biggest rap artists. And what better stage to do it on than a Whopper. I can’t wait for the nation to watch a tiny Tinie performing his new track, Whoppa, on a Whopper.”

Client: Katie Evans, chief marketing officer and Soco Nunez, brand and communications director, Burger King
Agency: BBH London
Creatives: Ben Edwards & Guy Hobbs
Creative director: Felipe Guimaraes
Chief creative officer: Stephen De Wolf
Social creative: James McComb
Strategy director: Saskia Jones
Strategist: Laura Casado Cisa
CEO: Karen Martin
Account director: David White
Account manager: Laura Huber
Account executive: Lwimbo Malanda

BBH head of production: Stephen Ledger-Lomas
BBH head of digital production: Richard Atkins
BBH head of film production: Victoria Keenan
BBH film producer: Georgia Dickinson
BBH lead music supervisor: Hywel Evans

BBH head of design: Ross Mawdsley
BBH designers: Ali Freeman, Josh Bailey, Christian Tunstall
BBH head of UX: April Felker

BBH producer: Georgia Dickinson
BSS photographer: Korrie Powell

Production company: Dimension Studios
Head of production: Adam Smith
Post supervisor: Adrianna Polcyn
Digital imaging technician: James Gadd
1st assistant director: Sarah Pearn
Studio coordinator: Toby Hyder
Partnership director: Lauren Dyer
SNK Films, 2nd assistant director: Sophie Kenny
Soundnode, sound playback operator: James De Taranto
Bully Entertainment, lead project manager: Olga Hasta
Bully Entertainment, doer of all things: Landon Hood
Bully Entertainment, key accounts & comms director: Ola Dinh
Bully Entertainment, creative director / founder: Carlson Bull

Audio production: String and Tins
Audio post producers: Alina Miroshnichenko, Charlie Howard
Sound engineer : Lawrence Kendrick

PR Agency: Frank
Client services director : Laura Crompton
Account manager : Bill Collier
Senior account executive : Meral Taze
Account executive : Hugh Royle
Account executive : Rosie Barrett

Social media agency: Coolr
Account director: Lauren Sarginson
Social creative: James Parker
Social executive: Ben Ravenscroft

Entertainment company: Disturbing London
Founder/CEO: Dumi Oburota
General manager: Sandy Cheema

Record label: Warner/ Parlophone
Marketing manager: Casey Amber, Parlophone
Head of audience &amp engagement: Anya Du Sauzay, Parlophone
VP strategic marketing and partnerships: Catherine Roe, Warner

Hypebrid: Jason Edwards-Buhari, managing director

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.