Burger King: We Are Parrilla [image]

Credits & Description:

Title: We Are Parrilla
Agency: David
Brand: Burger King
Country: Argentina
Entrant Company: David, Buenos Aires
Advertising Agency: David, Buenos Aires
Production Company: Argentinacine, Buenos Aires
Additional Company: Papamusic, Buenos Aires / Elefante Resonante, Buenos Aires / Burger King Argentina, Buenos Aires
Vp, Executive Creative Director: Joaquín Cubría (David)
Vp, Executive Creative Director: Ignacio Ferioli (David)
General Account Director: Emanuel Abeijon (David Buenos Aires)
Head Of Production: Brenda Morrison Fell (David)
Creative Director: Federico Plaza Montero (David Buenos Aires)
Creative Director: Nicolás Zarlenga (David Buenos Aires)
Copywriter: Nicolás Defferrari (David Buenos Aires)
Art Director: Juan Gutiérrez (David Buenos Aires)
Art Director: André Soares (David Buenos Aires)
Copywriter: Joao Olivera (David Buenos Aires)
Senior Producer: Florencia Albizzati (David Buenos Aires)
Account Director: Lucila Mengide (David Buenos Aires)
Account Executive: Belén Rodríguez (David Buenos Aires)
Global Chief Marketing Officer: Fernando Machado (Burger King)
Responsible For The Client: Lucina Carbejas (Burger King)
Responsible For The Client: Federico Bonino (Burger King)
Responsible For The Client: Luz Fochetazo (Burger King)
Responsible For The Client: Santiago Cafisi (Burger King)
Responsible For The Client: Bruno Mazzucchelli (Burger King)
Director: Rafael López Subidet (Argentinacine)
Executive Producer: Laura Passalaqua (Argentinacine)
Executive Producer: Nano Tidone (Argentinacine)
Producer: Germán Escande (Argentinacine)
Director Of Photography: Julián Ledesma (Argentinacine)
Editor: Leandro Aste (Argentinacine)
Post Production: Aldo Ferrari (Argentinacine)
Color Grading: Pentimento (Pentimento)
Editor: Ana Svarz (David Buenos Aires)
Strategy:
The “Parrilla”(Grill) family was the excuse we found to communicate Burger King's maximum differential: "we cooked our hamburgers on the Grill." So we get a way to talk about "Grill" every 1 second throughout the campaign.
Execution:
The execution is a testimonial format where 6 people surnamed "Parrilla" tell the camera the bullying they suffered for having that last name. They were not actors. They were real people to whom Burger King, through a letter, gave them the benefit of free hamburgers for life.
Outcome:
The idea earned 20 million global impressions making it Burger King´s most talked campaign in Argentina. The spot earned $1,2 million in media. Within the first week the spot was viewed 5 million times online. And the most important more than 12.000 “Grill”with lifetime supply of free WHOPPER® sandwiches.Sources: Facebook Trends / Google Trends / Twitter Insights Dashboards / YouTube / Burger King Argentina.
Campaign Description:
At Burger King we are proud of being flame grilled since 1954 and we want all the “grill” to feel the same. Thats why we decide to give every “Grill” in Argentina a free lifetime supply of WHOPPER® . Yes, for real. This benefit is for life, just like their last names.
Synopsis:
In Argentina there are more than 1
000 people named "Parrilla" (Grill). And almost everyone has suffered bullying at some point of their lives because of their peculiar the name: "Grill you make me really hot", "You are the only Grill that can't be turned on", "This wiener is for you grill", and goes on.
Relevancy:
At Burger King we cook our hamburgers on the grill and that is something that fills us with pride. But paradoxically those who are surnamed "Parrilla" (Grill) suffer daily bullying for carrying this last name.So, for them to be as proud as we are to be "Grill" we gave them free WHOPPER® for life.To celebrate it we invite all the people of last name Parrilla to an exclusive event, which was picked up by the main national media.Not only did we highlight our way of cooking our hamburgers, but we also put our grain of sand against bullying.