UP313 The Big Idea - Burger King's Stevenage Challenge

May 12, 2023

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The Big Idea is our series on creativity in sports marketing with regular sidekick Simon Moore, the award-winning consulting creative director.
Today we focus on one of the most awarded campaigns in recent years: Burger King's Stevenage Challenge.
If a brand wants to sponsor the best football players, they have to pay millions. But Burger King found a way to endorse them without paying them a single penny. It sponsored a team at the bottom of English football’s 4th division: Stevenage. BK knew that if its logo was on their shirt, it was going to appear in FIFA 20. The brand then launched the #StevenageChallenge, inviting gamers to play with Stevenage and sharing UGC of the likes of Messi and Neymar wearing the BK logo, for BK rewards in return. It turned a small team in real life into the biggest team online.

Main Awards
- Direct Grand Prix at the Cannes Lions 2021

CREDITS
Brand: Burger King.
Advertising agencies: DAVID Madrid and DAVID Miami.
Global Chief Creative Officer: Pancho Cassis.
Chief Operating Officer: Sylvia Panico.
Executive Creative Director: Saulo Rocha, Andre Toledo.
Group Creative Director: Fernando Pellizzaro, Jean Zamprogno.
Creative Director: Fred Bosch.
Copywriter: Luis Giraldo, Alex Allen, Jared Schermer.
Art Director: Felipe Antonioli, Andy Tamayo.
Head of Social: Alex Sanchez.
Director of Strategy: Jon Carlaw.
Planner: Stephanie Salvador.
Junior Planner: Vanessa Amaral.
Group Account Director: Stefane Rosa.
Management Supervisor: Jenny Gobel.
Head of Global Production: Veronica Beach.
Producer: Marina Rodrigues.
Senior Business Affairs Manager: Barbara Karalis.
Production Company: Landia.
Music & Sound Company: Twenty Below Music, Jamute.
Audio Mixing: Heard City.
PR: ABMC.
Media Placement: Horizon Media & Scout.
Social Media: MullenLowe.
Digital Studio: Unicorns & Unicorns.
Animation: Mr. Klauss.

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