A campaign by the fast food chain Burger King was the highlight among the Brazilian awards on the third day of Cannes Lions – International Festival of Creativity 2022. The Burger Glitch project, or “bugado” Burger, won two Gold Lions this Wednesday 22: one in the Mobile Lions category, which rewards advertising pieces developed for mobile devices, and another in Brand Experience & Activation, which judges the activations that brands make directly with their customers. or Estadio is the official representative of the Cannes Lions in the country.
The campaign, conceived by David São Paulo, sought to attract a young audience with a language closely linked to the universe of games: in particular, the “bugs” that suddenly appear in the coding of games. Using a “mobile” tool, the brand developed its own game, in which customers had to find “bugs” in Burger King promotions, having access to discounts while running the business. In addition, the network also sent “bugados” sandwiches – with modified ingredients or imperfect finishes – to digital influencers, with the aim of reinforcing the campaign’s message.
According to the creators of the idea, in addition to being a way to mainly attract audiences between the ages of 18 and 25, the game with “bugs” also served to “celebrate imperfection” – an idea that could be used by others. ways. in brand communication.
According to Edgard Gianesi, executive creative director of David São Paulo, in charge of the campaign, the relationship between the agency and the client is symbiotic, since they have both worked together for a long time: Burger King has been with David since the agency was founded more than ten years ago. “We are a group very close to creation, production and service”, says Gianesi.
For the advertiser, Burger King, which has always been an irreverent brand and has positioned itself to challenge its main competitor, McDonald’s, is going through a curing process – and the “buggy” burger proves it. “The brand is also built on itself, trying to be relevant also for its qualities”.
With seven other categories revealing the winners, Brazil’s performance yesterday, plus Burger King (who still won a bronze in Mobile), was decent. Also in Mobile, FCB brought a bronze for the project to the Revista Raça. In Brand Experience & Activation, Africa won a bronze with a campaign for Brahma (Ambev) beer. Two more bronzes have arrived in Creative Commerce: VMLY & R / Santander and Gut / Mercado Livre.
Necessity made Ryan Reynolds a publicist
The Cannes Lions festival is now in its third day with space for entertainment on stage and also at the awards ceremony. One of the “lightest” moments of the festival came with a speech by Canadian actor Ryan Reynolds, star of Deadpool, who, although many do not know it, is also a full-fledged marketer.
In a lecture held to more than 2,000 spectators in the main auditorium of the Palace of Festivals, Reynolds talked about how Maximum Effort, his marketing business, emerged from the need to promote what would become his most famous film.
The Canadian told Cannes audiences that he has been trying to get the Deadpool project off the ground for about ten years. The film, however, ended up on a lower budget than similar productions, and the star knew she would have to make a personal effort, in addition to studio resources, to make the production successful. Result: an irreverent campaign that turned Deadpool into a franchise.
Maximum Effort, the agency the actor plays alongside a partner, has already done campaigns for the Match.com platform and fitness equipment brand Peloton, among other clients. “Our concept is that ads can be fun,” Reynolds said. “There is a lot of bureaucracy in brands today and we want to get things done faster.”
The information is from the newspaper. The State of Sao Paulo.