Burger King gamifies quarantining to encourage Brazilians to keep isolating at home
Campaign from David uses geo-location to encourage safety in country still in the throes of the COVID-19 crisis
Editor's Pick
As the virus subsides (for now) in some parts of the world, in Brazil it is still raging. As of June 8, Brazil had almost 700,000 confirmed cases and 37,000 deaths, with many more in poorer communities, as reported by the Guardian.
So Burger King is doing its bit to encourage Brazilians to stay home, using its BK app and geo-location—tools it has used in former successful campaigns such as Whopper Detour and Burn That Ad. The campaign, by David, rewards consumers with better and better prizes, the more they stay at home, starting with snacks and increasing to vouchers for full meal combos. Users that accept the brand’s initiative will be monitored to make sure they're staying home as much as possible.
“We gamified the quarantine, turning the isolation time into benefits at Burger King," explained Toni Ferreira, head of technology and innovation at David, in a statement.
“Even with the social distancing recommendation, we want to be present in people's daily lives in a relevant way," added Thais Nicolau, director of communication and innovation at Burger King Brazil. "We thought a lot about how to make the topic lighter, considering our responsibility as a brand and company."
Credits
- Date
- Jun 09, 2020
- Client :
- Burger King (Brazil)
- Agency :
- David The Agency
- Global CCO & Partner :
- Pancho Cassis
- MD Global COO :
- Sylvia Panico
- Creative VP :
- Rafael Donato
- Head of Innovation & Technology :
- Toni Ferreira
- Group Creative Director :
- Edgard Gianesi
- Group Creative Director :
- Fernando Pellizzaro
- Group Creative Director :
- Jean Zamprogno
- Group Creative Director :
- Fred Bosch
- Group Creative Director :
- Álvaro Palma
- ACD :
- Rogério Chaves
- ACD :
- Fabricio Pretto
- Creative :
- Toni Ferreira
- Creative :
- Miguel Gómez
- Creative :
- Fabio Natan
- Creative :
- Bernardo Tavares
- Creative :
- Mariana Valderrama
- Assistant Art Director :
- Leonardo Fernandez
- Head of Account :
- Carolina Vieira
- Group Account Director :
- Rafael Giorgino
- Group Account Director :
- Stefane Rosa
- Account :
- Juliana Chediac
- Production :
- Fabiano Beraldo
- Production :
- Fernanda Peixoto
- Motion :
- Leonardo Nichida
- Innovation & Technology :
- Gustavo Nanes
- Social Media :
- Lucas Patrício
- Planning :
- Daniela Bombonato
- Planning :
- Carolina Silva
- Planning :
- Tabata Pimentel
- Media :
- Marcia Mendonça
- Media :
- Mateus Madureira
- Media :
- Felipe Braga
- Media :
- Letícia Fina
- Media :
- Renata Oliveira
- Client Approval :
- Ariel Grunkraut
- Client Approval :
- Filipe Botton
- Client Approval :
- Fernanda Harb
- Client Approval :
- Maria Eduarda Darme
- Client Approval :
- Vinícius Simon de Freitas
- Client Approval :
- André Sousa
- Client Approval :
- Leonardo Tini
- Client Approval :
- Bruno Cunha
- Client Approval :
- Fabio Queiroz
- Client Approval :
- Thais Nicolau
- Production Company :
- Great Studio
- Director :
- Maurício Castro
- Team Great Studio :
- Maurício Castro
- Team Great Studio :
- Tiago Aramayo
- Team Great Studio :
- Felipe Euller
- Team Great Studio :
- Lara Assumpção
- Sound Production :
- Mugshot
- Team Mugshot :
- Gilvana Viana
- Team Mugshot :
- Guto Figueiredo
- Team Mugshot :
- Arthur Abrami
- Team Mugshot :
- Bruno Zibordi
- Team Mugshot :
- Chico Reginato
- Team Mugshot :
- Mauricio Herszkowicz
- Team Mugshot :
- Henrique Oliveira
- Team Mugshot :
- Leandro Rodrigo
- Production Company :
- e-Deploy
- Illustration :
- Estúdio Le Monster
- Team e-Deploy :
- Osmar Balthazar Gomes
- Team e-Deploy :
- Daniel Nagaishi Rodrigues
- Team e-Deploy :
- Eduardo Silva
- Team e-Deploy :
- Kendy Nagao
- Team e-Deploy :
- Aldemir Sales
- Team e-Deploy :
- Helder Fernandes
- Team e-Deploy :
- Danilo Panta
- Team e-Deploy :
- Lucas Selani
- Team e-Deploy :
- Marcos Santos
Need a credit fix? Contact the Creativity Editors