| Title | MISDIRECTIONS 1 |
| Brand | BURGER KING FRANCE |
| Product/Service | FAST FOOD |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
Credits
| Georges Mohammed-Chérif |
Buzzman |
President & Executive Creative Director |
| Thomas Granger |
Buzzman |
Vice-President |
| Julien Levilain |
Buzzman |
Managing Director |
| Manel Jouini |
Buzzman |
Art Director |
| Manel Jouini |
Buzzman |
Copywriter |
| Edouard Jacquelin |
Buzzman |
Art Director |
| Edouard Jacquelin |
Buzzman |
Copywriter |
| Loïc Coelho |
Buzzman |
Head of Account |
| Fany Maupou |
Buzzman |
Account Executive |
| Clément Scherrer |
Buzzman |
Head of Strategic Planning |
| Amélie Juillet |
Buzzman |
Head of PR & Communication |
| Paul Renaudineau |
Buzzman |
PR & Communication Manager |
| Vanessa Barbel |
Buzzman |
Head of Production |
Cultural / Context information for the jury
With 328 restaurants, BURGER KING® is now well established in France, but there are still some places where the brand is not yet present. Instead of being complexed about it (our main competitor has 1 400 restaurants…), the brand decided to turn this “weakness” into an opportunity to promote its new delivery service.
We indeed built a disruptive and funny OOH campaign in places where there was no restaurants giving passers-by false directions that will not lead them to one of its restaurants because there are none nearby. Hopefully for them, they can order Burger King all the same thanks to its new delivery service that now works in this area.
Translation. Provide a full English translation of any text.
Our creations relates to what we call signage / long term advertising.
All of them then included a direction sign (eg. an arrow), a distance (eg. 200m), an headline to say there is no burger king close to this panel and a final line / call to action saying that it doesn't matter because now people can use our delivery service, available here.
Is the poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?
Larger.
For our OOH campaign, we had 2 formats: 2m2 (1200 x 1760mm) and 12m2 (4000 x 3000mm).
For our Digital OOH campaign in the train stations, we had 1 format: 2m2 (1200 x 1760mm).