London International Awards
2022 Winners and Finalists
Bronze
Ambient & Activation
Retail
Entrant: | DAVID Madrid, Madrid |
Brand: | Burger King |
Title: | "Keep It Real Meals" |
Corporate Name of Client: | Burger King |
Agency: | DAVID Madrid, Madrid/DAVID Miami, Miami |
Chief Creative Officers: | Pancho Cassis/Rafael Donato |
Executive Creative Directors: | André Toledo/Saulo Rocha |
Creative Director: | Fred Bosch |
Associate Creative Directors: | Alex Fox/Chris Serrano |
Copywriter: | Luis Giraldo |
Art Director: | Felipe Antonioli |
Executive Agency Producer: | Brenda Morrison Fell |
Senior Agency Producer: | Valeria Maldini |
Agency Producer: | Tomás Diego |
Agency Managing Director: | Ricardo Honegger |
Agency Chief Strategy Officer: | Paula Vampre |
Agency Strategic Planner: | Vanessa Amaral |
Agency Strategy Director: | Mel Lopez |
Agency Account Executives: | Regina Sanquintín/Miguel Barriga Saenz |
Agency Group Account Directors: | Luiza Prata Carvalho/Stefane Rosa |
Agency Account Director: | Chad Cadelina |
Chief Operating Officer: | Sylvia Panico |
Senior Business Affairs Manager: | Barbara Karalis |
Business Affairs Manager: | Elizabeth Torriente |
Operations Coordinator: | Larissa Cocchiaro |
Production Company: | Caviar |
Directors: | Neal Brennan/Jonathan Krisel |
Executive Producers: | Michael Sagol/Tova Dann |
Director of Photography: | Adam Bricker |
Description:
In 2020, McDonald's launched celebrity meals, a limited edition of their signature orders with their names: the Travis Scott Meal, the JBalvin Meal, the Saweetie Meal, the BTS Meal. Something that got the whole world talking. However, a small but important detail escaped McDonald's: these are not the real names of the artists. Travis Scott: Jacques Bermon Webster II JBalvin: José Osorio Saweetie: Diamonte Harper BTS: Kim, Suga, Jeon, Kim, Kim Nam, Park, Jung. So, we thought: why don't we launch our own Celebrity Meals, but removing everything artificial, just like we did with our food? We partnered with three celebrities: Nelly, Anitta, Lil Huddy, and used their real names to promote our real food: the Cornell Haynes Jr. meal, the Larissa Machado meal, and the Chase Hudson meal. Our celebrity meals with 100% real food and 100% real names, were available in every Burger King across the USA. We removed the artificial names from our artists' social networks and even at the VMA Music Awards. This captured the attention of the country achieving 7 million social mentions, 1.7 billion impressions, etc. So, while they keep it artificial... we'll keep it 100% real.