THAT'S STEAM, NOT SMOG

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.





Local hamburger chain In-N-Out Burger has four new outdoor boards up around L.A. Protruding from each board is a model of a burger that almost looks good enough to eat. No, that’s not a clump of smog you’re seeing hovering around each board. That’s steam rising off each juicy patty. How’d they create the steam and what’s it doing to the L.A. skyline? The fake ‘steam’ is produced from heating an edible, FDA-approved liquid. The effect is entirely non-toxic and safe to the environment, according to In-N-Out agency Weller & O’Sullivan/L.A.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in