| Title | BAIT BILLBOARDS |
| Brand | BURGER KING DEUTSCHLAND GMBH |
| Product/Service | BURGER KING |
| Category |
E01. Standard Sites |
|
Entrant
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Idea Creation
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Media Placement
|
VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
|
|
PR
|
EMANATE München, GERMANY
|
|
Production
|
TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY
|
|
Additional Company
|
BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
|
|
Additional Company 2
|
SETUP GMBH München, GERMANY
|
|
Additional Company 3
|
POSTERSCOPE Hamburg, GERMANY
|
Credits
| Ralf Heuel |
Grabarz & Partner |
CCO |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Henry Westcott |
Grabarz & Partner |
Art Director |
| Eduardo Balestra |
Grabarz & Partner |
Copywriter |
| Mark Hassan |
Grabarz & Partner |
Account Manager |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Christoph Sträßer |
Grabarz & Partner |
Head of Production |
| Ivo van Riet |
Grabarz & Partner |
Agency Producer |
| Holger Rohmig |
Grabarz & Partner |
Pre-Press |
| Fernando Machado |
Burger King Corporation |
Global Chief Marketing Officer |
| Benedikt Lemsky |
Burger King Deutschland GmbH |
Head of Marketing Communications |
| Ella-Sophie Berndt |
Burger King Deutschland GmbH |
Manager Marketing Communications |
| Jasmin Mix |
Burger King Deutschland GmbH |
Senior Manager Lokales Restaurant Marketing & Special Projects |
| Marcelo Pascoa |
Burger King Deutschland GmbH |
Global Head of Brand Marketing |
| Vizeum Deutschland GmbH |
Vizeum Deutschland GmbH |
Media Agency |
| Christoph Pagels |
Vizeum Deutschland GmbH |
Director Communication Consulting |
| Nicole Sommer |
Vizeum Deutschland GmbH |
Senior Communication Consultant |
| Emanate GmbH |
Emanate GmbH |
PR Agency |
| Gina Elsholz |
Emanate GmbH |
Business Director |
| Stefan Rybkowski |
Emanate GmbH |
Senior Consultant |
| Julia Wirfler |
Emanate GmbH |
Junior Consultant |
| setup Gmbh |
setup Gmbh |
Social Media Agency |
| Posterscope Deutschland GmbH |
Posterscope Deutschland GmbH |
Out of Home Communication |
| trigger happy productions GmbH |
trigger happy productions GmbH |
Film Production |
Write a short summary of what happens in the ambient or digital execution or campaign.
By placing Burger King Delivery billboards with the message “Some days it’s better to stay at home” right where we knew the riots would take place, we got anti-capitalists rioters to accidentally endorse a brand message for the first time.
Rioters have been destroying and vandalising the streets of Kreuzberg for the past two decades, so we simply counted on this behaviour and expected the best – or the worst, should we say.
After the riots, the traditional billboards became evidence of the chaos that happened on the streets and a genuine proof that “Some days it’s better to stay at home” and enjoy a Whopper via BK delivery instead.
Cultural/Context information for the jury
The 1st of May, also known as Labour Day, is a National Holiday in Germany. Since 1987 in Kreuzberg, a borough of Berlin, the date is marked with demonstrations organised by left-group extremists. Every year things escalate and unwelcome riots take over the streets of Berlin on the week of the 1st of May – days that people should definitely avoid the streets.