Cannes Lions: Direct Winners 2021  /

Burger King’s Stevenage Challenge has taken home the Grand Prix in the Direct category at the 2021 Cannes Lions.

Burger King earned the top accolade for its 2019 to 2021 sponsorship of Stevenage FC, a football club in one of the lowest divisions of UK professional football. The fast food brand, working with agency David in Madrid and Miami, then hijacked the videogame Fifa 20 to transform Stevenage F.C. into the world’s biggest online club.

Gamers were encouraged to play as the squad in their new red and white stripped BK jersey and compete within in-game challenges for prizes such as free Whoppers for a year. Using an in-game mechanic, people were also able to trade for world renowned players from across the globe and dress them in Burger King’s Stevenage F.C. kit.

In a previous interview with Contagious about the campaign, global head of brand marketing Marcelo Pascoa said: ‘Burger King is bold, confident challenger and that is a fundamental part of our brand personality. We rely on the creative voltage of our ideas to break through the clutter. That is not a choice but a necessity. In many markets, our main competitor outspends us big time when it comes to overall media investment. In order to stand out, we need to multiply our media dollars with ideas that have the power to become a part of the conversation and reach people beyond what can be expected through paid media alone.’

The Stevenage Challenge also won a Grand Prix in the Social & Influencer category at Cannes this year.

Another Burger King campaign, the Moldy Whopper, also scooped a Grand Prix in the Outdoor category.

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