14 DAY TRIAL // Talking about a well-done advertising campaign, the Russian steakhouse called Double Grill and Bar from the city of Ekaterinburg planned an impressive stunt to show off their authentic grilling skills. They set up a gigantic billboard of a raw piece of meat and then set it on fire to make it look cooked.
For a few days, the billboard showing off a big piece of raw meat and nothing else attracted the attention of passers-by until one night, when a team of men dressed like cooks, set eight lines of fore on the advert and revealed the branding information.
After being set alight with flamethrowers mimicking the exact effects of a grill, the billboard looked as authentic as the bar promotes itself to be. The eight clear marks on the chunk of meat made it look incredibly realistic and was visible for days after the event, notes Creative Criminals.
The intrigued viewers could see both the “cooked” piece of meat and the steakhouse's information the next day. The Russian restaurant couldn't have come up with a better way of advertising their authentic fire-grilling skills than by the dramatic display of the original advert with burn marks.
In order to control the fire and have the perfect result, the artists had to precisely calculate the seconds before extinguishing the alight billboard. The illusion was previously tested so that the advert would look as realistic as possible and the grill marks would make it look tasty and not scare customers away.
People who noticed the raw piece of meat billboard in the previous days must have had quite the surprise when it turned into a tasty-looking grilled steak overnight. One just cannot resist such a billboard and has to go and see if the restaurant' skills are as good as they say.
The Double Grill and Bar steakhouse had quite the advertising campaign with an idea that focused on the perfect features and also had an original execution. A job well-done some might say.
