London International Awards
2022 Winners and Finalists
Regional Network of the Year: South America
Ogilvy
Gold
Integration
Gaming
Entrant: | DAVID São Paulo, São Paulo |
Brand: | Burger King |
Title: | "Burger Glitch" |
Corporate Name of Client: | Burger King |
Client President: | Iuri Miranda |
Chief Marketing Officer: | Ariel Grunkraut |
Senior Client Brand Manager: | Daniel Packness |
Client Marketing Director: | Juliana Cury |
Agency: | DAVID São Paulo, São Paulo |
Global Chief Creative Officer: | Pancho Cassis |
Executive Creative Directors: | Edgard Gianesi/Renata Leão |
Creative Directors: | Fabrício Pretto/Rogério Chaves |
Creative Director - Art: | Fabrício Pretto |
Creative Director - Copy: | Rogério Chaves |
Creatives: | André Mezzomo/Renato Simon |
Senior Copywriter: | Renato Simon |
Senior Art Director: | André Mezzomo |
Production Company: | Vetor Zero, São Paulo |
Sound Design Company: | Hefty, São Paulo |
Description:
We needed to find a way to communicate with gamers, speaking their language, without losing the essence of Burger King's bold communication.
Idea: 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.
We even put glitches in our food, and people were able to eat Whoppers with never-before-seen ingredients inside. In addition to a film exploring these glitches, which appeared several reactions from famous players, we built a glitched store inside a video game.