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.

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.

First of all we released a “censored" campaign showing a censored image of a Big King, comparing it to the Whopper. But since the Big Mac is much more famous (and visually very similar to the Big King), people assumed we were showing the image of a Big Mac side by side with a Whopper. So we waited for the PR headlines saying BK was teasing his competitor again. On Twitter, we did not answer to any questions about the commercial. Obviously we received some legal notifications at this stage.

First of all we released the censored version of our campaign, creating a first PR wave with a lot of headlines saying that we were starting a war against McDonald's (which was not true). We did it with a film and many outdoors. But when the thing was about to explode and 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. To end the campaign we finally showed that we were actually talking about The Big King all the time. Our own Big King compared to the Whopper. That wait we avoided to be sued and created a second PR wave.

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.