Burn That Ad
Burger King’s main rival, McDonald’s, invests four times more than BK. Because of that, its ads are pretty much everywhere. To fight this, Burger King decided to hack all McDonald’s communication. It developed an interactive feature, inside its app, that allowed customers to set fire to any McDonald’s ad using augmented reality. After burning any of these ads, customers received a Whopper coupon that could be used in BK’s in-app sales service, BK Express, and at the nearest restaurant - essentially making every McDonald’s ad a BK ad.
- ExperientialUse of Realities
- ExperientialOut-of-Home
- DirectDirect Response/Digital
- DigitalCohesive Use of Physical & Digital
- MediaUse of Mobile
Country
- Brazil
Client
- Burger King
Production Company
- Vetor Zero
Brand
- Burger King
Management Director
- Sylvia Panico
Creative Vice President
- Rafael Donato
Creative Director
- Edgard Gianesi
Copywriter
- Luca Trincanato
Art Director
- Marlus Lau
Account Manager
- Carolina Vieira
Account Director
- Rafael Giorgino
Planning Director
- Daniela Bombonato
Planner
- Carolina Silva
Media Manager
- Marcia Mendonça
Media
- Mateus Madureira
Producer
- Fabiano Beraldo
Innovation Director
- Toni Ferreira
Innovation Partner
- Gustavo Nanes
PR Director
- Sandra Azedo
Audio Production
- Jamute
Development Production Company
- Vetor Zero
Film Producer
- Café Royal
Global Marketing Officer
- Fernando Machado
Global Head of Brand & Customer Communications
- Marcelo Pascoa
Vice President of Marketing & Sales
- Ariel Grunkraut
Head of Communications
- Thais Nicolau
Advertising Agency
- DAVID São Paulo
Burger King’s main rival, McDonald’s, invests four times more than BK. Because of that, its ads are pretty much everywhere. To fight this, Burger King decided to hack all McDonald’s communication. It developed an interactive feature, inside its app, that allowed customers to set fire to any McDonald’s ad using augmented reality. After burning any of these ads, customers received a Whopper coupon that could be used in BK’s in-app sales service, BK Express, and at the nearest restaurant - essentially making every McDonald’s ad a BK ad.