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
Sonic Branding / Branded Audio
Annual ID
OS23_MS015B
About the Work
Burger King was struggling to maintain their relevance in the landscape of fast-food burger joints.
In efforts to reclaim their flame, Burger King set off a campaign aimed at regaining some lost ground while thrusting their brand back into the forefront of the minds of consumers across America.
Enter “You Rule” – A musical campaign inspired by the 1970s ‘Have It Your Way’ jingle that crowns the fans of its food as the true rulers. The ads, composed of super catchy lyrics set against an even catchier tune, soon became enthralled in media of all corners of the country.
Launched at the beginning of the NFL Season, the campaign began to swell. And with strategic media placements, the public couldn’t seem to escape it. It seemingly set off a chain of events that is truly the stuff dreams are made of. Consumers began to meme the campaign and it went nuclear in the social sphere.
Going viral to a degree that has rarely been seen before in advertising, helped bring the Burger King brand back into popular culture again.
Recognizing the success of the initial rollout of the campaign, Burger King’s next move was to really hand over the keys to the kingdom. Instead of running an ad during the Big Game, they released the instrumental of the campaign to the people, encouraging them to create their own jingles.
In a well-rounded ambush, Burger King was able to take its brand voice to the next level. Launching the new campaign using a music-forward approach allowed the brand to hit the jackpot. The campaign was literally turned into a cultural object, stretching far beyond what the money could buy. And as for the brand itself, launching this campaign really proved that at BK, You Rule.
In efforts to reclaim their flame, Burger King set off a campaign aimed at regaining some lost ground while thrusting their brand back into the forefront of the minds of consumers across America.
Enter “You Rule” – A musical campaign inspired by the 1970s ‘Have It Your Way’ jingle that crowns the fans of its food as the true rulers. The ads, composed of super catchy lyrics set against an even catchier tune, soon became enthralled in media of all corners of the country.
Launched at the beginning of the NFL Season, the campaign began to swell. And with strategic media placements, the public couldn’t seem to escape it. It seemingly set off a chain of events that is truly the stuff dreams are made of. Consumers began to meme the campaign and it went nuclear in the social sphere.
Going viral to a degree that has rarely been seen before in advertising, helped bring the Burger King brand back into popular culture again.
Recognizing the success of the initial rollout of the campaign, Burger King’s next move was to really hand over the keys to the kingdom. Instead of running an ad during the Big Game, they released the instrumental of the campaign to the people, encouraging them to create their own jingles.
In a well-rounded ambush, Burger King was able to take its brand voice to the next level. Launching the new campaign using a music-forward approach allowed the brand to hit the jackpot. The campaign was literally turned into a cultural object, stretching far beyond what the money could buy. And as for the brand itself, launching this campaign really proved that at BK, You Rule.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
OKRP / Chicago
Client / Brand
Burger King / Miami
Production Company
Revival Films
Trevor TV / Atlanta
Music / Sound Production Company
Beacon Street Studios
Earhole
Lime Studios
Post Production Company
Apache
Cosmo Street Editorial
Cutters
The Mill
Utopic
Associate Creative Director
Guy Madjar
Creative Director
Chris Powell
Mike Craighead
Executive Producer
Scott Mitchell
Group Creative Director
Ben Pfutzenreuter
Matt McNulty
Senior Copywriter
Jose Gordillo
Senior Producer
Christina Nguyen
Account Director
Emily Magyar
Account Supervisor
Devin Racca
Head of Production
Elena Robinson
Chief Client Officer
Rahul Roy
Chief strategy Officer
Nate Swift
Client Management Director
Evan Noetzel
Director of Production Business Affairs
Lindsay Nettles-Chism
Founder
Matt Reinhard
Founder & Chief Executive Officer
Tom O'Keefe
Senior Account Executive
Vasu Gupta
Senior Brand Strategist
Shannon Haley
Senior Production Business Affairs Manager
Robin Bisel
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