Ever since it won its first Lion in 1969 (a Silver for ‘Skinny Burger’), Burger King has performed extremely well at Cannes Lions, winning 75 more Lions. In a journey that has helped the brand serve 11 million people in over 100 countries daily, Burger King has always put creativity first; something you can clearly see in this selection of Lion-winning campaigns.
Xbox King Games Innovative Campaign, Crispin Porter + Bogusky
Titanium and Integrated Grand Prix in 2007 A decade ago, Burger King made gaming history when it partnered with Microsoft to create three unique XBOX games. By allowing gamers to interact with the brand in a new way, Burger King built a connection with an audience who were starting to move away from traditional advertising mediums like television.
Gold Promo & Activation Lion in 2016
After McDonald’s posted a video highlighting how many more restaurants it had in France, Burger King hit back with a response campaign that used nearly identical creative to deliver a totally different message. The response cost only €5000 but generated 10 million views, more than 300 media apparitions all over the world, and become a trending topic in France (overtaking Leo DiCaprio the day he won an Oscar).
Whopper Freakout, Crispin Porter + Bogusky
Gold Cyber Lion in 2008
In a campaign years ahead of its time, Burger King captured customer’s real reactions when they were told the brand’s most famous product, the Whopper, had been discontinued. These candid reactions reinforced the brand’s appeal and generated content that took the internet by storm at a time when people were still figuring out how digital campaigns could be effective.
McWhopper, Y&R NZ, Y&R Media NZ , Y&R Digital NZ, David
Grands Prix in Media and Print and Publishing, a Titanium Lion and multiple Gold Lions in 2016 A decade after Burger King created a storm by leveraging the power of the Whopper, it did it again thanks to an impressive integrated campaign. This time, the brand made highly visible proposal to McDonald’s, inviting them to collaborate on a truly one-of-a-kind product: The McWhopper, to be prepared and served on one day only, United Nations Peace Day, 21 September 2015. The proposal was met by public support, so McDonald’s drew criticism when they turned down the offer. Despite the setback the campaign was a huge success for Burger King, with 8.9 billion media impressions and an earned media value $138 million. In total, the work led to a 25% uptick in purchase consideration for Burger King and a +16% increase in Peace Day awareness worldwide.
Whopper Sacrifice, Crispin Porter + Bogusky
A Titanium Lion in 2009
In 2009, CP+B and Burger King made it three years in a row with another innovative digital campaign that captured the public’s imagination. This time, they used Facebook – a service that had only launched a few years before – to test if people love the Whopper more than their friends. The challenge was simple: delete ten friends and receive a free Whopper. The application was so successful that Facebook asked CP+B to remove it as they were getting uncomfortable with the sheer number of participants who were deleting friends.
Proud Whopper, David
Golds in Promo & Activation, PR and Design Lions in 2015
As part of the campaign around the brand’s new "Be Your Way" tagline, Burger King chose to start a conversation around acceptance and equal rights. They achieved this by wrapping the iconic Whopper in rainbow coloured packaging and renaming it the Proud Whopper. People flocked the store to taste this "new" hamburger. But once they unwrapped the Proud Whopper, the message inside explained everything: "We are all the same inside." In fact, the Proud Whopper was just like any other Whopper.
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