Burn that ad
Burger King · 2019
8 awards: Cannes · Wave Festival · Clio Awards · Clube de Criação · +4 more
Strategic insight
Asymmetric warfare: when you can't outspend a rival, weaponize their spending against them. McDonald's media investment became Burger King's distribution.
The Format
AR-enabled destruction embedded in the brand app reframes advertising conflict as interactive play. The medium—pointing a phone at real-world ads and torching them—makes the rivalry tangible and shareable, turning passive media exposure into active participation.
Earned Reach
Every McDonald's ad placement became free Burger King inventory. The larger the competitor's media spend, the more high-traffic placements were hijacked and turned into Whopper distribution vectors at no cost.
