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Category
Social Engagement / Community Building
Annual ID
OS_SM18050M
About the Work
Burger King was about to open in Belgium. But the Belgians already had an actual King. There was no specific brief on the subject from the client, except "make some noise". For Belgians, the King is just something they have, and it's also quite controversial there. For us French people, it's something that makes you smile. So, we created a simple voting website http://whostheking.neuviemepage.com/. When people arrived on the site, they had to choose between King Philippe and Burger King. If people tried to vote for Philippe, there were a few jokes to try to dissuade them. And when the Palace reacted (what we actually had dreamed of), we had to be quick and we abdicated by removing the « KING » in our logo. From there it got pretty big, with over 1 billion PR impressions. And most importantly, this was one of the most successful restaurant openings in Europe: there was no food at 8pm.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Buzzman / Paris
Production Company
Neuvième Page / Paris
Art Director
Louis Audard
Tony Tran
Chief Marketing Officer
Thomas Granger/ Vice President
Julien Levilain/ Managing Officer
Creative Director
Louis Audard
Tristan Daltroff
Executive Creative Director
Georges Mohammed-Cherif
Producer
François Phan/ Head of Digital Production
Christelle Pereira
Vanessa Barbel/ Head of TV Production
Benoît Crouet
Social Media Manager
Julien Scaglione/ Head of Social Media
Alexandre Ponte
Creative Team
Tristan Daltroff/ Copywriter
Théo Berdrin/ Motion Designer
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