Burn That Ad
Award: Graphite Pencil
Graphite Pencil / Experiential / Use of Realities / 2020
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Digital
Award: Wood Pencil
Wood Pencil / Digital / Cohesive Use of Physical & Digital
Award: Wood Pencil
Wood Pencil / Experiential / Out-of-Home
Award: Shortlist
Shortlist / Media / Use of Mobile
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.