Quick

It has now been more than 50 years since Quick, the Belgian fast food chain par excellence, was born in small Belgium. In those five decades, the brand has left its mark on Belgian culture and vocabulary.

Everywhere in the world a Giant is a mythical creature. Except in Belgium, of course. In Belgium a Giant is a... Giant: Quick's iconic burger. With this in mind, Quick and Happiness launched an outdoor campaign for the Giant, without a Giant actually being visible. Instead, we see a gigantic creature that looks straight out of a movie. The only clue: "For the Belgians this is not a Giant". Proof that the Giant is so ingrained in our culture that we don't even have to see it to think about it.