DAVID São Paulo / Burger King Brazil
Burger King Glitch
QSRGamingCannes Gold ’22
DAVID São Paulo / Burger King Brazil
Overview
Burger King told gamers to go hunting for bugs and hid the discounts inside them. The films had to look like console footage from games nobody would question, so LOBO built the games. An open world, a racer, a fighter, a western, all modelled and rendered from nothing, then broken on purpose.
The result
Reported by Burger King Brazil and DAVID São Paulo for Burger Glitch, 2022. Sales from the BK database, downloads from Apps Flyer, consideration from Kantar. Impressions as published by WARC and Marketing Dive.
No.1
biggest growth within the gaming community
60k
sales redeemed with glitched coupons
11%
growth in consideration among young adults
Record
app downloads during the campaign
144m
impressions
The build
The campaign asked gamers to hunt for bugs. There was no game to bug. Every world below was modelled, rigged and rendered from nothing, then broken on purpose.
The idea asked people to go looking for bugs. Bugs in the app, bugs in the media buy, bugs in the menu. For that to land, the films had to look like footage somebody had captured on a console, from games nobody would question.
So the games got built. An open world, a racer, a fighter, a western, a character creator, each one modelled from scratch, rigged, animated and rendered with its own HUD, its own minimap, its own slightly wrong texture. Then each one was broken in the specific way that genre breaks.
The wireframes are the proof. No capture, no engine, no licence. Every collision, every clipping error and every object stuck in a wall was authored.
Director
Gabriel Nóbrega
Lead CG
Danilo Enoki
Lead 2D
Felipe Frazao
Source footage
None
Modelled in
Maya
Textured in
Substance Painter
Rendered with
Chaos V-Ray
Finished in
After Effects and Photoshop
Recognition
In the press
Credits
Client
Burger King Brazil
Agency
DAVID São Paulo
Global Chief Creative Officer
Pancho Cassis
Executive Creative Directors
Edgard Gianesi
Renata Leao
Creative Directors
Fabricio Pretto
Rogerio Chaves
Creatives
Renato Simon
Andre Mezzomo
Agency Producers
Fernanda Peixoto
Tuna Canepari
Ana Beatriz Duarte
Innovation and Tech
Tony Ferreira
Gustavo Nanes
Arthur Gregolini
Production and VFX
LOBO, São Paulo
Director
Gabriel Nóbrega
Lead CG and Compositor
Danilo Enoki
Lead 2D Animation
Felipe Frazao
Storyboard
Márcio Guerra
3D Modelling
Natan Zuanaci
Milton Dias
Marcos Smirkof
Natan Ernani
Guto Sposito
3D Animation
Michel Maron
Larissa Paz
Camila Silva
Andre Lorenzini
Camila Xavier
Fernando Fracarolli
Fellype Navarro
Yumi Watari
Leonardo Deserbelles
3D Render
Patricia Lobo
George Damiani
Victor Trovato
3D Rigging
Rafael Joy
Rafael Shiva
Murilo Barbelli
2D Animation
Marcos Rigobello
Motion
Marccos Chaves
Thomas Mena
Lead Compositor
Leandro Pena
Compositor
Denis Milani
Post Lead
Clara Morelli
Tatiana Caparelli
3D Coordination
Rosângela Gomes
Cristiane Santos
Bruna Boretto
Post Production
Eduardo Silva
Ricardo Vaz
More work
