ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Social Media / Twitter
Annual ID
ADC_INT20_068M
About the Work
When Burger King decided to bring back their 2009/2010 hit dessert called Funnel Cake Fries, they wanted a lot of social buzz, without the cost of a big-name influencers to help promote this modern classic. So to relaunch Burger King’s Funnel Cake Fries in a social-first way, we committed the ultimate social sin—liking people’s old posts on Instagram and Twitter. But we didn’t like just any posts…they were influencers’ posts from 2009/2010. We knew the randomness and bizarre nature of this move would perplex even the savviest social users and influencers, and give them a notification worth posting about. By accurately predicting how they would respond to this audacious move, we were able to turn a social behavior into a launch tactic that tricked some of the most influential social icons into helping us set the stage for the relaunch of Funnel Cake Fries. Ultimately, we influenced the influencers.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
MullenLowe / Boston
Client / Brand
Burger King / Miami
Art Director
Britney Drotleff
Chief Creative Officer
Mark Wenneker
Chief Marketing Officer
Fernando Machado
Creative Director
Enrique Camacho
Cody Dummer
Dustin Johnson
Executive Creative Director
Tim Vaccarino
Dave Weist
Social Media Manager
Arielle Mulgrew
Strategist
Mike Cassell
Jason Waterman
Writer
Vanessa de Beaumont
Account Team
Kerry McKibbin
Alison Whisenant
Caroline Bailey
Leila Chee
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