The Grand Prix for Direct at the Cannes Lions today went to David Madrid and David Miami for Burger King’s “Stevenage Challenge” while two Grand Prix were awarded in the PR category: one to FCB Chicago and FCB New York for AB InBev’s “Contract for Change” and the other to McCann Paris for “The Bread Exam.”
With the “Stevenage Challenge,” BK cleverly achieved big play for its brand in video game FIFA 2020 with a real-life sponsorship of an obscure soccer club called Stevenage. The move turned a relatively unknown team into a sensation within the game as competitors clad in Burger King shirts got picked up by players, helped along with rewards of free food to gamers who participated in a variety of challenges.