The Drum Awards for Marketing - Extended Entry Deadline

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Agency: Etcetera
Date: Jan 2018
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Cannes Lions’ Marketer of the Year 2017, BURGER KING®, has worked with Amsterdam creative agency Etcetera to launch a new campaign for their latest product release in the Netherlands in 2018: Grilled Dogs. Those unacquainted with the Dutch language might miss the twist: the Dutch word for hot-dogs is ‘worst’.

And as BURGER KING is known for flame-grilling since 1954, the campaign idea is #GRILLTHEWORST.

Psychological research shows that people everywhere have a clear need to start the new year afresh, and to do that they need to make space by getting rid of the stuff they don’t like - and don’t need. BURGER KING® takes this one step further by inviting people to make space for new experiences by grilling ‘the WORST’. Yes, correct: setting ‘the WORST’ things alight and flame-grilling them…

Those unacquainted with the Dutch language might miss the twist: the Dutch word


Client: Burger King

Marketing team: Andrea D'Aloia, Madhav Kapur, Ana Mendes

Agency: Etcetera

Creative directors: Tolga Büyükdoganay, Raymond van Schaik, Ben Imhoff, Wouter Voges

Strategy: Frank Huiberts, Margot Bouwman

Social strategy: Michael Nap

Design: Lynnet Wams, Michiel Koorstra

Account: Martin Stiemer

Agency Producer: Marc Elbers, Remko Esser, Anne Verdaasdonk

Production Company: Vigics

Director: Dwight Groot

Producer: Sophie Victorine

Production Manager: Lisanne van Steen

DOP: Jorne Tielemans

Focus Puller: Eli van Cleef

Gaffer: Berend Holtkamp

Art Director: Klaas Wijnberg

Set dresser: Marten Hoekstra

Fire-expert: Arjan van Drunen

Photography: Kaj van Geel

Edit: Vigics

Grading: Rik Mahieu @ Baseline

Sound Design: Sjoerd Kats

Composition: Daan Jansen

PR: Jessica Hartley, Patricia Bruens