Burger King Brazil

And which one is the biggest?

Agency: DAVID São Paulo


Burger King has just launched a new out-of-home (OOH) campaign in various locations across the city of São Paulo. In a creative and coordinated effort by the DAVID São Paulo agency, the pieces of the new BK campaign were placed right next to the installations of their competitor.

A few days prior, the competing brand had launched their own OOH pieces responding to the question, "what is the most iconic burger in the world?" The answer was provided by an artificial intelligence tool called ChatGPT, which claimed to be the competing chain's #1 sandwich.

Very quickly, as Burger King always does, the brand promptly asked ChatGPT: "And which one is the biggest?"

The answer could only be one, of course: WHOPPER. Additionally, the tool emphasized all the qualities of Burger King’s famous sandwich.

This action highlighted the agility and creativity of the agency's creative and media teams, and the client team.

This professional campaign titled 'And which one is the biggest?' was published in Brazil in June, 2023. It was created for the brand: Burger King Brazil, by ad agency: DAVID São Paulo. This Outdoor medium campaign is related to the Food industry and contains 1 media asset. It was submitted 3 months ago.


Agência: DAVID São Paulo
Campaign: ChatGPT
Client: Burger King Brazil
Partner/Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
DC: Fabrício Pretto, Rogério Chaves
Creative team: Lucas Vigliar, Bruno Sabino
Account: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara
Production team: Fernanda Peixoto, Letícia Brito
Editor Silvio Figueira, Victor Folha
Planning: Carolina Silva, Murilo Toda, Renata Bernardino
Media: Marcia Mendonça, Thomaz Chamiso, Karina Takara, Yuri Bohn, Brenda Cunha
Data Intelligence: Mailson Dutra, Ana Veiga, Bruno Moura
Global PR Director: Sandra Azedo
Client Approval: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi


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