by Annie Churdar in New Design on Friday 25 October 2013

The female population of Japan apparently hated the Classic Burger that being dished up by the Freshness Burger joint. The weird thing was, it wasn’t that the ladies hated the taste of the delicious burger. It seemed to be the size of the sandwich created the turn-off.

And no, these ladies weren’t searching for a smaller portion to keep their weight down. Turns out, it’s extremely rude for a girl to open her mouth really wide in Japan, so the size of the burger just wasn’t cutting it. To fix this problem, the wizards at Ad Dentsu designed this “Liberation Wrapper” that cleverly disguises a girl’s wide open mouth. Brilliant.