Burger King Poached Customers From a Restaurant's Long Line to Debut Its Rib Sandwich
Disembodied Voice Lures Rib Lovers in Stunt by David Sao Paulo
Editor's Pick
To introduce its rib sandwiches in Brazil, Burger King went where the rib lovers were: standing in a long line outside a popular restaurant known for its ribs. The Sao Paulo office of WPP shop David took a stealth approach to its stunt, sneaking pagers close to groups of hungry customers waiting in an hour-long line. Soon an unseen voice boomed out of each pager, startling people by addressing them with comments like "Lady in the pink dress!" The voice went on to engage them in conversation about the long wait, and their fondness for ribs, and urged them to "Follow me to Burger King to try ribs!"
The prospective customers picked up the chatty pagers and dashed to a nearby Burger King outlet, a reversal of the usual role of pagers that are often handed out at busy restaurants and signal a long wait until they flash or buzz when a table is finally available. The hungry diners, some wearing paper crowns, were soon happily sampling Burger King Rib and Burger King Barbecue Bacon Rib sandwiches.
"Pagers were always synonymous with waiting," said Rafael Donato, David's creative VP. "But at Burger King, the pager is like your brother."
Credits
- Date
- Jul 21, 2017
- Brand :
- Burger King
- Client :
- Burger King
- Chief Creative Officer :
- Anselmo Ramos
- Founder :
- Anselmo Ramos
- Vice President, National Creation :
- Rafael Donato
- Creative Director :
- Edgard Gianesi
- Art Director :
- Diogo Mendonça
- Copywriter :
- Marcelo Florentino
- RTVC :
- Fabiano Beraldo
- RTVC :
- Fernanda Peixoto
- Planning :
- Daniela Bombonato
- Planning :
- Carolina Silva
- Account Services :
- Carolina Vieira
- Account Services :
- Natalie Bursztyn
- Account Services :
- Gustavo Appendino
- Account Services :
- Natalia Ferrari
- Media :
- Marcia Mendonça
- Media :
- Maira Ambrosio
- Media :
- Felipe Braga
- Media :
- Giovanny Oliveira
- Client :
- Ariel Grunkraut
- Client :
- Marcelo Ferronato
- Client :
- Lariane Duarte
- Client :
- Bruna Yoshida
- Production Company :
- Delicatessen Filmes
- Director :
- Decio Matos Junior
- Photography Director :
- Flavio Zangrandi
- Executive Producer :
- Renata Dumont
- Sales Team :
- Roberta Reigado
- Sales Team :
- Rafaela Muniz
- Assembly :
- The End
- Post Production :
- Delica Post
- Finisher :
- Delica Post
- Sound Producer :
- Jamute
- Soundtrack Production :
- James Pinto
- Soundtrack Production :
- Thiago Lester
- Soundtrack Creation :
- Thiago Lester
- Soundtrack Creation :
- James Pinto
- Executive Production :
- James Pinto
- Production Coordinator :
- Tathiana Pires
- Production Coordinator :
- Samira Smidi
- Post Production Coordinator :
- André Serra
- Film Production :
- Associados
- Film Production :
- Dogs Can Fly
- Film Production :
- ltima Filmes
Need a credit fix? Contact the Creativity Editors
Related work

Burger King: Burger King keeps you guessing in this spot that mentions all its rivals

Burger King: Burger King teams up with Call of Duty on restaurant experiences in global campaign

Burger King: Burger King's 'ghost detector' offers free Whoppers for those with haunted houses
