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
Ecommerce
Annual ID
OS23_EX015S
About the Work
The worst nightmare for anyone who plays video games is glitches. These game defects ruin your experience, making the game unplayable.
But one thing no one can disagree with: glitches are funny for those who are watching, so much so that there are tons of videos of gamers' reactions laughing about it.
That's why we turned Burger King into Burger Glitch and created a 100% glitched universe to communicate in a funny way with the gamer community.
As part of the campaign, we brought glitches into our app, bringing discounts to anyone who found the glitched prices. People had to download the official Burger King app and search every day for images of glitched sandwiches on the menu. Whoever found it could get the discounts for that day.
Burger King’s core target in Brazil is young people from 18 to 24 years old - the famous Gen Z. More skeptical about traditional advertising, they expect more from brands than only a discourse: they want attitude. They expect brands to engage in their passions as much as they do.
And there’s one passion that is rising in Brazil among the younger target: games. With 95 million gamers, Brazil is the 3rd largest gaming country in the world. 76% of Brazilians say Games are their main source of entertainment.
But it wasn’t enough to be where other brands had been, Burger King had to give its own twist to the Gaming passion, giving people something only BK could and spark conversations with a real offer.
Playing with the game's flaws, turning those glitches into good things: food.
Users just had to open the BK app and find the glitched prices.
But one thing no one can disagree with: glitches are funny for those who are watching, so much so that there are tons of videos of gamers' reactions laughing about it.
That's why we turned Burger King into Burger Glitch and created a 100% glitched universe to communicate in a funny way with the gamer community.
As part of the campaign, we brought glitches into our app, bringing discounts to anyone who found the glitched prices. People had to download the official Burger King app and search every day for images of glitched sandwiches on the menu. Whoever found it could get the discounts for that day.
Burger King’s core target in Brazil is young people from 18 to 24 years old - the famous Gen Z. More skeptical about traditional advertising, they expect more from brands than only a discourse: they want attitude. They expect brands to engage in their passions as much as they do.
And there’s one passion that is rising in Brazil among the younger target: games. With 95 million gamers, Brazil is the 3rd largest gaming country in the world. 76% of Brazilians say Games are their main source of entertainment.
But it wasn’t enough to be where other brands had been, Burger King had to give its own twist to the Gaming passion, giving people something only BK could and spark conversations with a real offer.
Playing with the game's flaws, turning those glitches into good things: food.
Users just had to open the BK app and find the glitched prices.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
DAVID / São Paulo
Client / Brand
Burger King / São Paulo
Production Company
Vetor Zero / Sao Paulo
Music / Sound Production Company
Hefty / São Paulo
Art Director
André Mezzomo
Copywriter
Renato Simon
Chief Creative Officer
Pancho Cassis
Creative Director
Fabricio Pretto
Rogério Chaves
Executive Creative Director
Edgard Gianesi
Renata Leão
Producer
Fernanda Peixoto
Account
Cacá Franklin
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