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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.

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