In France, McDonald’s is leading the Burger’s French market from far. With more than 1300 restaurants across the country, they are almost everywhere and everyone knows it.

In the meantime, BURGER KING®, who just came back to France after 15 years of absence, only counts 45 restaurants.

However, McDonald’s seems to fear a bit its competitor’s fast development and decided to attack them on February 26th 2016 with a web video reminding how close they are to people (and how far BK could be somewhere) thanks to their huge network.

The brief was simple: answer this surprising attack from McDonald’s.

The objective too: remind them who’s the king.

This surprising attack was a good occasion to give a direct message to McDonald’s (with limited legal impact) and remind them that no matters their communication attempts or powerful restaurant’s network in France, they can’t beat the King and the passion of its fans, capable of anything for a WHOPPER.