Creativity

Burger King Poached Customers From a Restaurant's Long Line to Debut Its Rib Sandwich

Disembodied Voice Lures Rib Lovers in Stunt by David Sao Paulo

By Laurel Wentz. Published on Jul 21, 2017

Editor's Pick

To introduce its rib sandwiches in Brazil, Burger King went where the rib lovers were: standing in a long line outside a popular restaurant known for its ribs. The Sao Paulo office of WPP shop David took a stealth approach to its stunt, sneaking pagers close to groups of hungry customers waiting in an hour-long line. Soon an unseen voice boomed out of each pager, startling people by addressing them with comments like "Lady in the pink dress!" The voice went on to engage them in conversation about the long wait, and their fondness for ribs, and urged them to "Follow me to Burger King to try ribs!"

The prospective customers picked up the chatty pagers and dashed to a nearby Burger King outlet, a reversal of the usual role of pagers that are often handed out at busy restaurants and signal a long wait until they flash or buzz when a table is finally available. The hungry diners, some wearing paper crowns, were soon happily sampling Burger King Rib and Burger King Barbecue Bacon Rib sandwiches.

"Pagers were always synonymous with waiting," said Rafael Donato, David's creative VP. "But at Burger King, the pager is like your brother."

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About

Credits

Date
Jul 21, 2017
Chief Creative Officer:
Anselmo Ramos
Client:
Burger King
Founder:
Anselmo Ramos
VP of National Creation:
Rafael Donato
Creation Director:
Edgard Gianesi
Art Director:
Diogo Mendonça
Copywriter:
Marcelo Florentino
RTVC:
Fabiano Beraldo
RTVC:
Fernanda Peixoto
Planning:
Daniela Bombonato
Planning:
Carolina Silva
Account Service:
Carolina Vieira
Account Service:
Natalie Bursztyn
Account Service:
Gustavo Appendino
Account Service:
Natalia Ferrari
Media:
Marcia Mendonça
Media:
Maira Ambrosio
Media:
Felipe Braga
Media:
Giovanny Oliveira
Client:
Ariel Grunkraut
Client:
Marcelo Ferronato
Client:
Lariane Duarte
Client:
Bruna Yoshida
Production Company:
Delicatessen Filmes
Director:
Decio Matos Junior
Photography Director:
Flavio Zangrandi
Executive Producer:
Renata Dumont
Sales Team:
Roberta Reigado
Sales Team:
Rafaela Muniz
Production Coordinator:
Tathiana Pires
Production Coordinator:
Samira Smidi
Post Production Coordinator:
André Serra
Assembly:
The End
Post Production:
Delica Post
Finisher:
Delica Post
Film Production:
Associados
Film Production:
Dogs Can Fly
Film Production:
Última Filmes
Sound Producer:
Jamute
Sound Track Production:
James Pinto
Sound Track Production:
Thiago Lester
Sound Track Creation:
James Pinto
Sound Track Creation:
Thiago Lester
Executive Production:
James Pinto

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