BMO – A cheeseburger with cultural bite To tap into Danish Gen Z humor, I created a campaign concept based on the slang term “BMO” – short for “bolle med ost” (which literally means “bun with cheese” and sounds exactly like “cheeseburger”). The campaign invites Burger King to embrace the nickname by claiming it as their own. I developed a full campaign deck including OOH, social content, and user-generated activations built around the idea:“BMO. It’s not just slang. It’s flame-grilled.”