The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2020 One Show - Creative Use of Data

The Traffic Jam Whopper

Agency We Believers / New York

Client Burger King Mexico/Global
BACK TO RESULTS

Annual ID

OS_CU20_011S

About the Work

The Traffic Jam Whopper. We used real-time data to detect our potential buyers in a traffic jam in order to offer them a Whopper and deliver on the move. We used 100% dynamic, data-driven media to promote our service, only in high congestion zones. By leveraging traffic and drivers’ real-time data, we adjusted our billboards’ location and content, displaying information about the remaining time in traffic to order, and personalized updates about deliveries in progress. As soon as drivers entered our delivery zones, Waze banners ads and push notifications invited them to get a Whopper with our hands-free Voice-activated ordering feature. Then, using the latest Google Maps API’s, we pinpointed vehicle location and speed in order to deliver-- for the first time ever-- to a driver on the move. The delivery zones changed following the traffic live, making our service available when a gridlock was identified within a 3 km radius from the restaurants.