Crisis Response / Critical Pivot

FILTER BY:

PROGRAM

2022 SILVER

Burger King France - Lockdown

This case shows how Burger King France managed to come out of the Covid-19 period as well as possible. By remaining faithful to its values (impertinent, funny and empatic) and trying to bring some lightness to the heavy daily life of the French people, the brand did better than just “keep the link with its clients”. They emerged from the crisis with a better business situation than the rest of the market, an increase in brand awareness and its campaign have reached +20 billion contacts and generated +10 million interactions.

Brand: Burger King France - Lockdown
Client: Burger King France
Agency: Buzzman
Language: English

2022 SILVER

McDonald's Classroom

The Philippines remained to be the last country in the world with classrooms shuttered by Covid-19. This is the story of how McDonald’s transformed its unused party rooms (also shuttered by pandemic restrictions) into lively classrooms to help students and teachers struggling with the distance learning system. Piloted in 2020 and expanded in 2021 into 249 locations all over the country, McDonald’s Classroom helped redefine the brand experience in the new normal, and not only generated fame for the brand, but uplifted Filipinos’ trust in the company.

Brand: McDonald's
Client: McDonald's Philippines
Agency: Leo Burnett Manila
Language: English

2022 SILVER

Unleashing the power of generosity in the face of adversity

Crown proved that doing what's right, not what's commercially obvious, drives results: Defying category logic when at a time in which on-premise channels were abruptly closed, instead of shifting marketing investment into the off-premise and at-home occasions, Crown acted on its purpose to inspire generosity by doubling down on its support for the on-trade community. Delivering YOY reversal on decline across L4W claimed consumption(+5.80%), equity gains across emotional engagement(+2.4%), distinctiveness(1.9%), dynamism(+1.8%) and taste(+4.9%) that outpaced gains seen by the category leader and increased penetration among millennials(+4%) and gen Z(+7%) .

Brand: Crown Royal
Client: Crown Royal
Agency: Anomaly
Language: English