"From September 2nd to October 6th, BURGER KING® sets up a new political meeting in France and launches Democratic Burger: the first 2€ democratically elected burger. "
There has been a lot of voting between brands in many advertising campaigns over the years. Why I myself am guilty of once presenting such an idea to my Creative Director. Mine was for AMA margarine, a name that was very easy to confuse with the main competitor OMA margarine, which doesn't have the healthy omega 3,4 and 6 in it - so naturally, I conceived of a campaign where the Danish people would have to vote for a new name where all options reminded them of the Omegas. It was an election year in Denmark, and my Creative Director was so tired of "vote for product" campaign ideas, he practically threw me out of the office head first. "That's the oldest idea," he yelled after me "I see a hundred variations every four years!"
It probably comes as no surprise to you that I flashback to that moment and giggle a little every time Adland receives a produced campaign, that hinges on the "vote for product" core concept. And there is indeed a lot of them. As my tutor and mentor John Gillard used to say: Beware of your first idea as it's inevitably too good.
September 2nd is a founder day for the French democracy. Now Burger King France joins in, and asks the customers to decide which promotional product they want. They get to vote on it.
All French people can vote on the BK app in order to weekly elect the burger that will be available at only 2€ among 8 in the running (Crispy Chicken, Big King®, Big Fish, Whopper®, Chicken Tendercrisp®, Steakhouse, BBQ Cheese & Bacon et Bacon Lover).
With the posters, they also have this 45-second ad, showing a family arguing about burgers - rather than politics - over dinner. What a misdirect. "BURGER KING® - DEMOCRATIC BURGER"
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Director Julien Doucet
Creative Director Lilian Moine
Art Director & Copywriter Thibault Picot
Art Director & Copywriter Yvonnick Le Bruchec
Head of Account Loïc Coelho
Account Executive Fany Maupou
Head of Social Media Loris Bernardini
Social Media Manager Félix Brunot
Social Media Manager Arnaud Cherbonnier
Head of Strategic Planning Clément Scherrer
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of TV Production Vanessa Barbel
TV Producer Benoit Crouet
Rights Management Dee Perryman
Production Film Caviar
Director Cloé Bailly
Producer Céline Roubaud
Sound Production Schmooze