We knew riots and acts of vandalism would take place in Kreuzberg, an area of Berlin, on the nights surrounding the 1st of May, so we strategically placed billboards there, expecting vandals to repeat their behaviour and endorse our message for the delivery service: “Some days it’s better to stay at home”. In the end, we had genuinely vandalised billboards making people connect “days to stay at home” with the Burger King Delivery Service.

On 27th of April we put the billboards up in Prinzenstrasse, Oranienstrasse and Reichenberger Strasse – all in Kreuzberg. On the 30th of April one of them had already been damaged. On the 2nd of May, after most demonstrations had taken place, all three of them were compromised. They remained exposed that way for the entire week.

We turned anti-capitalist rioters into brand promoters. And we didn't even have to pay for their work.

3.000.000 impressions with only €1.500 media budget