Challenge

In Italy, total confinement has ended and ‘Phase 2’ has begun, where people are finally free to move around. The rules are clear: wear a face mask, gloves, and above all, keep a distance of at least one meter between yourself and others. In this scenario, Burger King needed to drive people to stores that reopened after the lockdown.

Inspiration

People are tiring of communication and now want to see how brands act and position themselves during this challenging time.

Idea

Wunderman Thompson and Burger King Italy decided to opt out of traditional types of communication to launch a new, truly unique burger: Introducing the Social Distancing Whopper – the famous Whopper, now with far more onions to promote social distancing in true BK style.

Growth

Initial feedback has been tremendous, with the campaign generating high levels of interaction and global press citing it as a great example of brand communications.

WT ITA Burgher King Distance Whopper BOARD
WT ITA BK ITALIANSSOLUTIONS 23

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Awards

2020 ADC AWARDS

Gran Prix


2020 ADC AWARDS

PR


Gold

2020 ADC AWARDS

Outdoor


Gold

2020 ADC AWARDS

Cyber (Digital&Mobile)


Gold

2020 ADC AWARDS

Direct (Direct&Media)


Gold

2020 ADC AWARDS

Industry Craft (copywriting)


Gold

2020 ADC AWARDS

Industry Craft (copywriting)


Bronze

2020 ADC AWARDS

Promotion (promo&activation)


Gold

2020 ADC AWARDS

Titanium Integrated (integrated)


Gold