WHOPPER BLACKOUT

Short List
ClientBURGER KING FRANCE
Category A03. Online: Fiction & Non-Fiction
TitleWHOPPER BLACKOUT
Product/ServiceFAST FOOD
Entrant BUZZMAN Paris, FRANCE
Idea Creation BUZZMAN Paris, FRANCE
Production WHY US PARIS, FRANCE
Credits
Name Company Position
GEORGES MOHAMMED-CHÉRIF BUZZMAN President and Executive Creative Director
THOMAS GRANGER BUZZMAN Vice - President
JULIEN LEVILAIN BUZZMAN Associate Director
VANESSA BARBEL BUZZMAN Head of TV & Print Production
AMELIE JUILLET BUZZMAN Head of Communication and PR
CLARA BASCOUL-GAUTHIER BUZZMAN Communication and PR Manager
BÉRÉNICE CHARLES BURGER KING Marketing Project Manager
MARINE DUPAS BURGER KING Marketing Project Manager
LOÏC COELHO BUZZMAN Account Manager
CLÉMENCE GATEAU BUZZMAN Account Executive
JULIEN SCAGLIONE BUZZMAN Head of Social Media
LORIS BERNARDINI BUZZMAN Social Media Manager
MARIE LE SCAO BUZZMAN Social Media Consultant
BENOIT CROUET BUZZMAN TV Producer
Béatrice Roux BURGER KING Marketing Director
Romain Pergeaux BUZZMAN Copywriting and Artistic Direction
Yohan Benazzouz BUZZMAN Creative
Gabriel Palut BUZZMAN Creative
François Laboué BUZZMAN Creative
PIERRE GUENGANT BUZZMAN Account Director
Katya Violi BUZZMAN Production
Rudy Tasimovicz Rudy Tasimovicz Producer
Gilles Vatinet WHY US Production Manager
WHY US WHY US Production
Nighshift Nighshift Post Production
Schmooze Schmooze Music and Sound Design
Simon Levene Simon Levene Director
MEC MEC Media Agency

The Campaign

For the first time since its return to France, Burger King retraces this dark period of history in a shocking documentary. From the brand’s departure in 1997 to its almost miraculous comeback to France in 2012, this documentary narrates this period, mixing exclusive archives images and impactful testimonials.

Creative Execution

This movie is 7 minutes long, so it was important to launch it on an appropriate way to reach on the first place the fans, the ones that are the most likely to watch this kind of content. That's why the movie’s launch started with Burger King fans community, very engaged in social media, and on influencers that were invited to watch the documentary in a movie theatre, in order to generate press coverage. To go beyond the brand community, short extracts of the movie have been broadcasted on web medias during one month, redirecting people to the full lenght version.

4,5 million views 525 000 hours spent watching the film 28 million contacts 14 780 shares on social media 110 media clips

This work is a "mockumentary" and its purpose is to entertain people by offering them fun, without a strong and disturbing promotional message. The brand is here during the all movie, but its presence isn't aggressive nor unjustified as it can be in a more classical piece of brand content.

More than just showing the love of the fans for the Whopper, this documentary also proves what people are ready to do for it. So people that already are fans of the Whopper can enjoy a dedicated content by their favorite brand, and people that don't already know or like it (Burger King is back in France for less than 3 years so the brand is not as known as abroad) can discover it on a nice way.