braille burgers
braille burgers
jan 16, 2012

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.


braille burgers


braille burgers buns baking off in the oven



braille burgers 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

  • This commercial was made in response to an incident that happened in McDonalds in South Africa where a blind woman was asked to leave the restaurant as her guide dog was not “according to regulations”. Well done Wimpy.

  • how do u write “don’t eat c..p” in braille?

  • Dregor I agree that something in the video comes off a bit this way, but seriously, come on, it IS a good deed (which is anyway much more for the recipients, not for you or me, to judge). Sometimes the important thing is just knowing someone has taken the effort to think of you and do something for you, whether it’s a close friend or a company. This was meant for fun. Even if it were just printed on in letters for sighted readers it would be a cute, unexpected thing. And this just takes it one step further in a good way.

    Bob Tempe
  • Oh, so clever. Clever, clever sighted people.They sure know how to do a good deed for those poor blind guys who want to eat Wimpy’s Burgers and be normal!

  • I would hope the food wouldn’t get to their plate before they knew what they were eating. No?

  • You put a P instead of an F in the word For. F is dots 1-2-4. You have dots 1-2-3-4

    Lisa L Keck
  • nice project!! MTS_GRLD has a good point in terms of press / documentation.
    but the project itself is really great, kudos.

  • Awesome! Now I’m going to share this with some blind friends of mine, and they will surely… oh wait, no audio and they can’t read .


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