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Gold Winner

The NEW Category
Entrant: Crispin Porter + Bogusky, Boulder
Burger King - "Whopper Sacrifice"
Media Type: Networked Communities/Direct
URL Address:
Corporate Name of Client: Burger King
Agency: Crispin Porter + Bogusky, Boulder
Executive Creative Directors: Rob Reilly/Andrew Keller
Creative Directors: Bill Wright/James Dawson-Hollis
Associate Creative Directors: Nuno Ferreira/Neil Heymann
Copywriter: Joel Kaplan
Art Director: Saman Rahmanian
Executive Agency Producer: Robert Valdes
Interactive Executive Creative Director: Jeff Benjamin
Integrated Producer: Rob Allen
Jr. Integrated Producer: Amanda Schultz
Development Partners: Refresh Partners/Ascent Marketing Partner
Interactive Design Director: Pelun Chen
Interactive Designer: John Whitmore
Flash Designer: Andrew Kennedy
Interaction Designer: Jordan Clayton-Hall
Interactive Developer: Jimmy Pino/Robert Christ
Quality Assurance Analyst: James Lukensow
Quality Assurance Director: Stewart Warner
Associate Technical Director: Mat Ranauro
Technical Lead: Oscar Llarena/Scott Prindle
Managing Director of Interactive: Winston Binch

Basic description of the project:
To find out how much America loved the Whopper, we offered a simple challenge: Sacrifice (delete) ten of your Facebook friends, and Burger King will reward your loyalty with a free Whopper. There was one twist; each friend you deleted would be notified of your actions, meaning your sacrifice was a public statement that you chose the Whopper over friendship. In no time at all, thousands had accepted our challenge and cleaned out their friends list. Ten days, 80,000 users, and 233,906 sacrificed friends after launch, Facebook became uncomfortable with the number of severed friendships and ended the campaign.

LIA Awards 2009©

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