Every day hundreds of people ask when and where we will open new Burger King restaurants. Now BK is going to open 300 new restaurants in Italy. How can BK tell to its fans that they will soon fulfill their wish in a cool and unexpected way?

We started off based on a growing, heartfelt sentiment in order to craft a multimedia campaign able to grab the attention of a younger audience by getting in touch with their emotions through an unexpected approach.

The recruiting of the protagonists (the friendly Umarells) in itself, enabled us to play with the topic, monitoring elderly men's “social networks”: crosswords magazines, church notice boards and so on.

The five selected Umarells became the main characters of a viral video which, starting from social networks, attracted the attention and the warmth of a vast audience ending up on different channels.