Because of the way the brand hacked the brazilian legislation to prove that The Whopper is bigger than The Big Mac. A innovative strategy to involve people with a lovebrand and become subject in a whole country.

According to brazilian legislation, you cannot visually compare your product to its competitors and it turns even harder to show that the Whopper is 1/3 bigger than the Big Mac. So we wanted to find a way to put them side by side without been sued by the McDonald's.

The context: in Brazil, consumers don't really see the difference between The Whopper and the Big Mac - mainly in the size of the sandwich. So we wanted to compare the size of the Whopper with the size of the BigMac. But unfortunately brazilian legislation doesn't allow us to do it. So we found a loophole and used our own Big King to replace The Big Mac. Our main will was to show people the size difference and transform The Whopper into a trending topic.

Researches showed us that a direct comparison was the best way to tackle the problem. In other words it was necessary to put The Big Mac and The Whopper side by side. That's why we decided to use our own Big King that seems just like our competitor.

Fist we released the censored campaign, creating a first PR wave with a lot of headlines saying that we were starting a war against McDonald's. We did it with a film and many outdoors. But when we received legal notifications, it was time to reveal the truth. So we released the uncensored version of our campaign showing that we were talking about the Big King all the time.

Burger King used its own sandwich (The Big King) that is very similar to the Big Mac to put side by side with the Whopper and make people think it was the Big Mac. And we did it just pixelating the imagem of the Big King. When the thing was about to explode Burger King revealed the truth, surprising the whole country and getting away from legal processes.

During the campaign, The Whopper became a trending topic for days, according to the Twitter. Besides that the brand got more than 200 million impacts with an investment closer to zero. And the best part: The Big King went up 4 positions and became the second most sold sandwich at Burger King.

Because for the first time a brand made fun of its own sandwich to provoke its main competitor without having trouble with the law. A simple and innovative solution to tackle a big problem of product perception.