Short List
Category B04. Use of Ambient Media: Large Scale
Product/ServiceBURGER KING
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
Production 3 YESSIAN MUSIC Hamburg, GERMANY
Additional Company 2 SETUP GMBH München, GERMANY
Name Company Position
Ralf Heuel Grabarz & Partner Chief Creative Officer
Diana Sukopp Grabarz & Partner Creative Group Head
Tobias Ahrens Grabarz & Partner Creative Group Head
Thomas Fritze Grabarz & Partner Creative Director
Stefan Geschke Grabarz & Partner Creative Director
Jakob Eckstein Grabarz & Partner Creative Director
Matthias Preuss Grabarz & Partner Creative Director
Christian El Asmar Grabarz & Partner Art Director
Tim Bozek Grabarz & Partner Copywriter
Benedikt Lemsky Grabarz & Partner Account Manager
Sarvin Ejtehadi Grabarz & Partner Account Manager
Tim Mangels Grabarz & Partner Account Manager
Jörg Nagel Grabarz & Partner Production
Saskia Hinz Grabarz & Partner Agency Producer
Iwo Zakowski Burger King Deutschland GmbH Head of Marketing Communications
Jacqueline Burdet Burger King Deutschland GmbH Manager Marketing Communications
Frederike Carolin Weiss Burger King Deutschland GmbH Director Communications
Fernando Machado Burger King Deutschland GmbH Global Brand Manager
Vizeum Deutschland GmbH Vizeum Deutschland GmbH PR Agency
RABBICORN Films GmbH RABBICORN Films GmbH Film Production
SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg Post Production
emanate GmbH emanate GmbH PR Agency
setup GmbH setup GmbH Communication Agency
Yessian Music GmbH Yessian Music GmbH Music

The Campaign

When we realized that the most famous horror clown of all time – Pennywise from Stephen King’s “IT” – will return to cinemas in September 2017, we saw an opportunity. Because McDonald´s mascot Ronald happens to be a clown as well. So we used the hype around the horror movie of the year to spread a direct message. A message that came at a time when everyone in the theatre was sure to hate clowns so much no one would disagree. The hijacking of the movie was done with two powerful spotlights that added a tagline at the end of the film. Turning “IT” into BURGER KING’s longest direct ad ever.

Creative Execution

On the evening of the German pre-premiere of Stephen King’s horror classic “IT”, we let the clown spread fear and horror until the audience had enough. Right when the credits were about to roll, we used two powerful spotlights to show our message to the target group. Warning them about creepy clowns and thereby indirectly about our biggest competitor without naming them once. But we didn’t stop there. When the audience left the theatre we were waiting to make them a direct offer they couldn’t refuse – by giving away a balloon that turned directly into a promotional invitation for a free whopper in every BURGER KING branch nearby to dine with the king.


People were loving "IT" and our longest direct ad for BURGER KING ever. The stunt managed to generate a worldwide response. Within just 72 hours, it achieved over 900 million impressions and generated press coverage on 5 continents, earning 10 million Euros in media value. On social media, the online film earned over 12 million impressions making it BURGER KING Germany’s most liked, shared and commented direct ad to date.

Always in second place, BURGER KING is constantly looking for innovative ways to win their rivals’ customers for themselves. As BURGER KING is placed nearby cinemas in Germany but doesn’t invest much into cinema media, they were looking for new ways of talking to their target group (male, 18-30 years). With our LOVING “IT” direct ad we made a targeted approach in a relevant setting at the right time, giving potential customers a clear Call-to-Action to dine with the King. Establishing BURGER KING as the perfect choice for anybody who’s hungry for a quick burger. The results exceeded expectations.

We wanted to use a cost efficient direct ad that calls on our male, horror- and burger-loving target group to push back against our main competitor and their iconic clown. And we wanted to keep it in BURGER KING’s usual bold tone. The perfect opportunity: The release of “IT”, a horror movie that equaled a pop culture event this year and was highly anticipated by our target audience.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.