DAVID São Paulo / Burger King Brazil
Burger King Burn That Ad
QSRAugmented RealityCannes Gold ’19
DAVID São Paulo / Burger King Brazil
Burger King gave people a way to burn a rival’s advertising to the ground in augmented reality, and to collect a free Whopper from the ashes. Point the app at a competitor’s poster, billboard, newspaper page or drive-thru menu, watch it catch fire on screen, and the flames leave a coupon behind. LOBO built the augmented reality: recognition that could read a rival ad in the wild, and the fire that ate it. The media belonged to the competition. The idea was to spend nothing and use all of it.
The result
As reported in the campaign case film. Ads burned from Vuforia, in-app sales from Burger King internal data, media value from IBOPE / Monitor Evolution, impressions from Cision, ABMC and Loures.
400k
rival ads burned
No.1
app in Brazil, above iFood, Rappi and Uber Eats
54.6%
rise in in-app sales
$75m
of a competitor’s media, turned against it
1bn
impressions
In the street
Every poster, billboard, newspaper page and drive-thru menu the competition had paid for became somewhere to find a Whopper. The app had to recognise a rival ad in daylight, on a wall, at an angle, from a phone held by someone walking past.
In their words
Luiz Evandro, multimedia director at LOBO, and the team who made the recognition and the fire work on a phone in the street.
Recognition
Credits
Client
Burger King Brazil
Agency
DAVID São Paulo
Augmented reality
LOBO
Multimedia Director
Luiz Evandro
Technology
Giovani Ferreira, André Sernaglia
Film production
Café Royal
Direction
Irmãos Meirelles / Tuco
Post
Clan
Sound
Jamute
More work
