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.
Category
Integrated Branding Campaign
Annual ID
OS22_IG010B
About the Work
In 2020, McDonald's launched celebrity meals, a limited edition of their signature orders with their names: the Travis Scott Meal, the JBalvin Meal, the Saweetie Meal, the BTS Meal. Something that got the whole world talking.
However, a small but important detail escaped McDonald's: these are not the real names of the artists.
Travis Scott: Jacques Bermon Webster II
JBalvin: José Osorio
Saweetie: Diamonte Harper
BTS: Kim, Suga, Jeon, Kim, Kim Nam, Park, Jung.
So, we thought: why don't we launch our own Celebrity Meals, but removing everything artificial, just like we did with our food?
We partnered with three celebrities: Nelly, Anitta, Lil Huddy, and used their real names to promote our real food: the Cornell Haynes Jr. meal, the Larissa Machado meal, and the Chase Hudson meal.
Our celebrity meals with 100% real food and 100% real names, were available in every Burger King across the USA. We removed the artificial names from our artists' social networks and even at the VMA Music Awards. This captured the attention of the country achieving 7 million social mentions, 1.7 billion impressions, etc.
So, while they keep it artificial... we'll keep it 100% real.
However, a small but important detail escaped McDonald's: these are not the real names of the artists.
Travis Scott: Jacques Bermon Webster II
JBalvin: José Osorio
Saweetie: Diamonte Harper
BTS: Kim, Suga, Jeon, Kim, Kim Nam, Park, Jung.
So, we thought: why don't we launch our own Celebrity Meals, but removing everything artificial, just like we did with our food?
We partnered with three celebrities: Nelly, Anitta, Lil Huddy, and used their real names to promote our real food: the Cornell Haynes Jr. meal, the Larissa Machado meal, and the Chase Hudson meal.
Our celebrity meals with 100% real food and 100% real names, were available in every Burger King across the USA. We removed the artificial names from our artists' social networks and even at the VMA Music Awards. This captured the attention of the country achieving 7 million social mentions, 1.7 billion impressions, etc.
So, while they keep it artificial... we'll keep it 100% real.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
DAVID / Madrid
DAVID / Miami
Client / Brand
Burger King / Miami
Production Company
Caviar / Los Angeles
Art Director
Felipe Antonioli
Copywriter
Luis Giraldo
Chief Creative Officer
Pancho Cassis
Rafael Donato
Creative Director
Fred Bosch
Director
Neal Brennan
Jonathan Krisel
Director of Photography
Adam Bricker
Executive Creative Director
And´ré Toledo
Saulo Rocha
Executive Producer
Brenda Morrison Fell
Michael Sagol
Tova Dann
Producer
Tomas Diego
Account Director
Chad Cadelina
Associate Creative Director
Alex Fox
Chris Serrano
Business Affairs Manager
Elizabeth Torriente
Chief Operating Officer
Sylvia Panico
Senior Producer
Valeria Maldini
Associate Account Executive
Miguel Barriga Saens
Regina Sanquintin
Associate Strategy Director
Mel Lopez
Global Chief Strategy Officer
Paula Vampre
Group Account Director
Stefane Rosa
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