Cannes Lions / Direct Winners
Burger King’s recent stunt, which used Google Home to deliver an advert into people's living rooms, has won the the Direct Grand Prix at the 2017 Cannes Lions.
In a short online advert, a Burger King employee said: ‘Ok Google, what is the Whopper Burger’. This wake word meant that, if a Google Home was nearby when the advert played, it then started reciting more information (from Wikipedia) about the burger. The video, above, shows this in action.
Speaking about the Grand Prix-winning campaign, Ted Lim, CCO of Dentsu APAC and Direct jury president, said: ‘We were looking for something that set the tone for the future.’ He added: ‘We’ve never seen anything as invasive as [this campaign]. It gets you in your living room and messes with you. It was outstanding, outrageous and incredible.’
When the campaign launched, it received a lot of criticism – with both Google and Wikipedia demanding that Burger King stop playing the advert. But, in spite of this, the campaign received 9.3 billion impressions and generated $135m in earned media.
Other winners in the Direct category included State Street Global Advisors Fearless Girl, which Lim said was in the race for a Grand Prix, TAC’s Meet Graham, Snickers’ Hungerithm and Netflix’s Spanish Lessons campaign. All four campaigns walked away with Gold Lions.
Lim also mentioned that the jury was looking for innovative business solutions. During the judging process, they asked: Is the work different? Will it make a difference? Will it move people? And will it move business forward?
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