The Drum Awards Festival - Extended Deadline

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Agency: David SP
Date: Mar 2019
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Burger King has no problem zinging and prodding its rival fast food restaurants. Now, the chain is encouraging fans to ‘burn’ those rivals thanks to a new app feature that sees billboards engulfed in flames.

With the ‘Burn That Ad’ campaign, anyone who launches the Burger King app in Brazil and points their smartphone at its main competitors’ ads may enjoy the sight of it being burned up instantly – in augmented reality – and turned into a BK ad. When the flames burn away, the consumer is left with a screen that tells them they’ve received a free Whopper to be savored at the nearest restaurant.

The campaign was created and developed by David SP.

The BK app promo was created exclusively for Brazil to promote BK Express, a tech tool allowing any customer to pre-order and avoid lines. The strategy allows Burger King to turn the media investments of its main rival, such as billboards, magazine ads, discount coupons and others, into their ads of their own.

Half a million Whoppers are expected to be given away all over the country. Vouchers are limited to one per consumer.


Agency: DAVID SP

Campaign: Burn That Ad

Client: Burger King Brazil

Managing Director DAVID SP: Sylvia Panico

VP executive creative director: Rafael Donato

Creative Director: Edgard Gianesi

Copywriter: Luca Trincanato

Art Director: Marlus Lau

Account: Carolina Vieira, Rafael Giorgino, Roberta Magalhães, Martina Adati

Producer DAVID: Fabiano Beraldo, Fernanda Peixoto, Silvia Neri, Brunno Cunha, Gustavo Viola

Planning: Daniela Bombonato, Carolina Silva, Bruno Gomiero

Media: Marcia Mendonça, Mateus Madureira, Felipe Braga, Renata Oliveira, Silvia Sakurai, Luana Paolillo

Social media: Lucas Patricio­­­

Innovation & Technology: Toni Ferreira, Gustavo Nanes, Karine Viegas, Ully Correa

Data Intelligence: Mailson Dutra, Guilherme Campos

Client Approval: Fernando Machado, Marcelo Pascoa, Ariel Grunkraut, Thais Nicolau, Bruna Yoshida, Mariana Santos, Stephanie Pellin

Production Company: (APP): VZLab

Team VZLab: Luiz Evandro, Giovani Ferreira, André Sernaglia, Eliza Flores, Marcia Sumie, Daniela Murai, Daniela Murai, Giovani Ferreira, William Queen, Yuri Cruz, Yuri Cruz

Production Company: Café Royal

Director: Irmãos Meirelles e Tuco

Photography: Tuco

Team Café Royal: Manu Carvalho, Moa Ramalho, Camila Carrieri, Eliseo “Gringo” Alvarez

Pos production: Clan

Editor: Guga Moraes, Daniel Crepaldi

Sound Production: Jamute

Team Jamute: James Pinto, Thiago Lester, Anderson Soares, Kiki Eisenbraun, Sabrina Geraissate

Production Company: Hogarth

Team Hogarth: Alexandre Sakihara, Ricardo Kertesz, Stephanie Valente, Marcelo Baptista e Dereck Denis, Fadel Dabien, Lucas Moreno, Alexandre Sakihara