ADC Awards
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Learn more about ADC105
Category
Television / Film / Online Video / Online - Single
Annual ID
ADC_ADV21_101M
About the Work
In March 2020, when the world went into lockdown, America…didn’t. Turns out, a lot of Americans weren’t quite on board with this whole “restrictions” thing. Protests, outrage and a general disregard for common sense gathered steam across the country.
So how could we get Americans to do the right thing and stay home? Instead of appealing to the typical ad tropes of “unpredictable times,” we didn’t choose the predictable route. Instead, we had it our way. Using unmistakable BK humor, we convinced people to stay home, by appealing to the one thing Americans love the most. America.
Many Zoom calls and late-night remote edit sessions later, “Stay Home of the Whopper” was born. The campaign enlisted Americans to be a “Couch Potatriot”: save lives while barely lifting a finger. How? By ordering BK delivery from their sofa. Within two weeks of the announced lockdown - right around the time when other brands were using wistful piano music and stock footage - BK launched a campaign with beautifully crafted material with a refreshingly different tone.
It all came together because we also had something other brands didn’t: high-quality pre-COVID footage ready to go in the first week of April, from another already in-production BK project. It turned out to be eerily accurate for what the world started to look like: people on their couches, ordering food. So we recut the footage, pivoted our message and the result rang even truer.
The campaign made “Couch Potatriot” a thing. It was liked, tweeted, reposted and given its own entry in Urban Dictionary. The campaign saw a 24% increase in deliveries through the BK app and was featured in leading publications like Forbes.
So how could we get Americans to do the right thing and stay home? Instead of appealing to the typical ad tropes of “unpredictable times,” we didn’t choose the predictable route. Instead, we had it our way. Using unmistakable BK humor, we convinced people to stay home, by appealing to the one thing Americans love the most. America.
Many Zoom calls and late-night remote edit sessions later, “Stay Home of the Whopper” was born. The campaign enlisted Americans to be a “Couch Potatriot”: save lives while barely lifting a finger. How? By ordering BK delivery from their sofa. Within two weeks of the announced lockdown - right around the time when other brands were using wistful piano music and stock footage - BK launched a campaign with beautifully crafted material with a refreshingly different tone.
It all came together because we also had something other brands didn’t: high-quality pre-COVID footage ready to go in the first week of April, from another already in-production BK project. It turned out to be eerily accurate for what the world started to look like: people on their couches, ordering food. So we recut the footage, pivoted our message and the result rang even truer.
The campaign made “Couch Potatriot” a thing. It was liked, tweeted, reposted and given its own entry in Urban Dictionary. The campaign saw a 24% increase in deliveries through the BK app and was featured in leading publications like Forbes.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
FCB / New York
FCB Global / New York
PR / Marketing Agency
Alison Brod Marketing + Communications
Client / Brand
Burger King
Production Company
Independent Media
Music / Sound Production Company
JSM Music
Associate Creative Director
Alex Sprouse
Laszlo Szloboda
Chief Creative Officer
Fred Levron
Editor
Debbie McMurtrey
Executive Producer
Jason Mayo
Liam Ahern
Marcela Moracci
Photographer
Ale Burset
Producer
Tierney Farrell
Chief Creative Officer (Former)
Ari Halper
Co-Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Director / Cinematographer
Janusz Kaminski
EVP, Chief Strategy Officer
Todd Sussman
Executive Producer / Managing Director
Susanne Preissler
Senior Art Director
Waner Almeida
Senior Copywriter
Chandani Karnik
VP / Executive Producer
Jeff Fiorello
Account Director
Sarah Tarner
Audio Engineer
Eric Thompson
Casting Director
Heidi Levitt
CEO / Co-Composer
Joel Simon
Co-Composer
Sean Hayden
Color
Technicolor
Color Producer
Casey Odell
Colorist
Sparkle
Director of Business Affairs
Janice Katz
EVP, Director of Integrated Production
Adam Isidore
Executive Sound Producer, Partner
Mary Tomasiewicz
Music Producer
Andrew Manning
Norm Felker
On-Screen Talent, Couch Potatriot 1
Savannah Jackson
On-Screen Talent, Couch Potatriot 2
Lorena Jorge
On-Screen Talent, Couch Potatriot 3
Demetri Belardinelli
On-Screen Talent, Hero
Peter Brockman
Photographer / Print
F16 Producciones
Record/Mix
honeymix
Senior Integrated Producer
Kate Fixter
Senior Project Manager, Operations
Jesse Morris
Senior Strategic Planner
Carmen Pinilla
SVP, Group Account Director
Megan Bundy
VFX Supervisor / Compositor
Brendan O'Neill
VFX/Finishing
Bonfire
Vice President, Lifestyle
Adrianna Lauricella
VO Talent
Rafael Ferrer
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