WHOPPER EXCHANGE 戛纳狮 - 公关类 - B08组 - 铜奖 每到自己的生日或是节日，总有人收到自己不喜欢的礼物，不如拿它来汉堡王换汉堡啊！ BURGER KING | AKQA | 2017PR - B08 Events & Stunts Strategy Since lousy gifts affect people of all ages and backgrounds, we targeted everyone. The campaign was launched with a light-hearted digital film with people unwrapping lousy gifts on Burger King Social platforms. Carollers were stationed around shopping areas, inviting everyone to participate through songs with adapted lyrics for the campaign. We filmed the activation and published it online as well, increasing the project’s reach.A partnership with stores that sold lousy gifts let us hide messages inside their wrapping paper that read: “If you didn’t like the present, exchange it for a Free Whopper.” Execution Since this had to be a low budget campaign, we had to be efficient on the execution.Launch film - Since the campaign was promoted in countries where people have different appearances, we only used hands. Helping us save on cast usage rights as well.Carollers songs - We chose classical Christmas songs with free usage rights and adapted their lyrics to Burger King’s brand.Point of Sale - To promote the campaign we created exclusive sign communication and unique Burger King wrapping paper. Outcome Playing with humor and the feeling of disappointment that is common with Christmas a campaign was built to remind people of the Whopper in the festive season. Working with suitable influencers and relevant local media (consumer lifestyle, marketing, QSR and regional/national publications) we were able to attract the attention of top tier media companies such as Good Morning America and the Mail Online offering them an exclusive on the full extent of the campaign. By releasing content on various platforms and in