The brand is built on the idea that aliens live among us, perfectly integrated into everyday life, yet united by an irresistible obsession: burgers. The contrast between ordinary situations and subtle surreal details creates humor and positions the product as something truly extraordinary—“not from this world.

The name should reflect this dual layer between a sci-fi universe and a food product, remaining memorable, distinctive, and easy to recognize. It should evoke a sense of mystery and uniqueness while maintaining an accessible and contemporary tone.

The campaign “They Live Among Us” portrays everyday scenes where small clues reveal that some people are actually aliens, always connected to the moment they eat a burger. The final message emphasizes that if even beings from another planet choose these burgers, they must be out of this world, supported by interactive social content and urban activations.