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
Customer Experience / CX
Annual ID
OS23_IG005G
About the Work
Situation: Unlike several giant brands, including our main competitor, Burger King had not yet positioned itself within the gaming community in Brazil.
Brief: We needed to find a way to communicate with gamers, speaking their language, without losing the essence of Burger King's bold communication.
Objective:
Generate conversation within the gamer community.
Entertaining video game-loving consumers.
Make clear Burger King's positioning within the gaming community.
Generate app download.
Sell our product.
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.
Brief: We needed to find a way to communicate with gamers, speaking their language, without losing the essence of Burger King's bold communication.
Objective:
Generate conversation within the gamer community.
Entertaining video game-loving consumers.
Make clear Burger King's positioning within the gaming community.
Generate app download.
Sell our product.
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.
2023 Awards
Total Points: 45
Gold 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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