Situation: Unlike several giant brands, including our main competitor, Burger King had not yet positioned itself within the gaming community in Brazil.

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.