25 A 27 DE MAYO DE 2021 | GRAND HYATT, RIO DE JANEIRO - RJ
Título: Vote your way
Anunciante: Burger King Costa Rica
Diretor de criação: Néstor Villalobos
Produtor da agência: Erick Varen
Redator:: Rafael Rivera
Atendimento: Karla Artavia
Outros créditos: Erick Apuy – General Manager / Pablo Castillo – General Creative Director / Larissa Rodríguez – Account Director / Juan Carlos Ramos – Art Director / Eduardo Sánchez – Content Director / Michelle Choe – Content Creative
Sinopse: The political weather was complicated in Costa Rica, politicians were preaching hate instead of ideas, taking extremely dangerous positions towards topics such as LGTBI rights and religion. People also took their own positions and copied politicians behavior spreading hate all over social networks. So we needed an action that flooded the media, showing people that politicians actually don’t hate each others, and that if even they could share a meal in their must busy moment of the campaign, common people can get along too. So, Burger King invited Costa Rican 13 presidential candidates to share a meal in peace and democracy.Our action gather more politicians together before the public eye, than broadcasted debates.
Designer: Fabián Bolaños
Produtora: Paula Fernández
A situação:: Costa Rica has always been a peaceful and democratic country, however the 2018 presidential elections have been rough. For the first time in history 13 different parties are running up for the presidency of the country and many of them have very different positions towards controversial topics such as religion and gay rights. All this mix caused continuos attacks between the candidates, even on broadcasted debates. And of course their followers copied the way they behave.
O objetivo:: Burger King wanted to calm things down between the candidates, to set an example of how the entire population should behave. The brand tried to achieve something that seemed impossible, to gather the whole 13 presidential candidates in a Burger King restaurant for them to have a peaceful meal.
A estratégia:: This was the first time in nearly 200 years of democracy that politicians shared with people more hate than ideas, and this way of acting was being emulated by normal-regular people on social networks and even on households and working spaces. So we needed them to make a change, showing with the example that they could get along, because at the end, when cameras are off, politicians shake their hands and go home, just like we do after a day of work. Our strategy was simple, we wanted to show people that politicians are just like us, and that there was no sense in copying their behavior. So we proposed the candidates something a bit complicated, to find time in their busy agendas, 13 busy agendas, a space to gather in a Burger King restaurant to enjoy a meal. This was going to be live on Facebook so people can learn by their example and also get along during election time.
Execução:: The invitation was made through a very simple but effective way, a Facebook post where each candidate was tagged. In the post we told them that if they came in peace to Burger King, we were going to give away free Whoppers to voters on Election Day. When the media saw what we were trying to do, they also pushed the candidates as well, because they knew that if this happened, things were going to cool off a little bit between candidates and also between common people.So the big day came, the 13 candidates accepted and came in peace to enjoy a meal together. The media also came and witness all of what happened, laughs, hugs, a foosball game and of course a meal with whoppers. The event lasted around 3 hours, broadcasted through Facebook Live and also on local channel 7 news.
Resultados documentados:: 100% of the presidential candidates attended, including Carlos Alvarado the president elect 64k+ interactions1 million+ total reach in a country of nearly 5 million$500k+ in earned media #1 trending topic on Facebook and Twitter+1.000 free Whoppers on Election DayIn the end, the Whopper became part of the celebration of Costa Rican democracy and became another reason to get out and vote.