Burger King's international agency, David, made waves with its Proud Whopper work in the U.S. which won a slew of lions at Cannes this year (including golds in Design, Promo and PR). Now, the agency has followed up with a stunt in Brazil to promote Burger King's new "Big King" burger, in which it gathers a group of hardcore McDonald's fans with Big Mac tattoos, and offers to transform them into its flame-grilled "Big Kings."
In the film, which is running on Burger King's YouTube channel, five people from Brazil, Taiwan, the U.S., Spain and Italy, are flown to Brazil and treated to a Big King in a Sao Paulo restaurant. (WPP-owned David has offices in Sao Paulo, Buenos Aires and Miami). Tattoo artist Ami James then offers to convert their tattoos, applying grill marks to the design. An authentic touch to the film is that it shows one man refusing, saying his brother has the same tattoo and he doesn't want to change it. The others, however, are happy to agree.