The client asked for an OOH concept that extended messaging from the broadcast spots into the roads of America. We felt it was too generic to do that, and thought about making the idea of "flyover country" a symbol of grandness.

We presented concepts that reimagined the billboard, and the most striking was a massive burger displayed in the middle of the prairies. Our national Hardee’s campaign celebrated handcrafted fast food and small-town culture in the rural Midwest, and this idea aimed to amplify the pride these communities take in their region. Our goal was to make so-called "flyover country" feel cool and celebrated while connecting to our strategy of handcrafted food.

Once the idea was sold we sought someone to make the crop circle and stumbled upon the artist Stan Herd, who mastered the technique of creating this type of art. Immediately upon hearing the idea Stan Herd was in. Within two weeks we were out in the middle of Indiana making a gigantically beautiful burger.