braille burgers

sesame seeds spell out ‘100% pure beef burger made for you’ in braille all images are stills of ‘wimpy braille burger’ video

johannesburg-based advertising agency metropolitanrepublic is responsible for wimpy’s latest advertising campaign. as south africa’s first fast food chain, known for its bottomless chips and coke, the franchise was looking for a way  to let visually impaired individuals know that they provided braille menus at their stores. to do so, metropolitanrepublic conceived the idea to build ‘braille burgers’ whereby talented chefs, meticulously placed sesame seeds on top of buns to form phrases in braille – the sentences offering a description to the reader / consumer of what kind of burger they were about to eat.

buns baking off in the oven

reading the braille on a burger bun

credits: agency: metropolitanrepublic art director: dale mullany copywriter: keith manning creative director: wes phelan director: will collinson music: loyiso madinga photographer: mike & nick retoucher: darren bell

via between 10 and 5