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Fernando Machado From Burger King: Every Campaign We Looked At In Creative Effectiveness Was Incredible
Manuela Walfenzao| 23 de junio de 2017
Machado: Lo que entra en shortlist en Cannes está muy por arriba del promedio
Burger King’s Brand Marketing Director, Fernando Machado debuted as a jury at Cannes in the Creative Effectiveness category, and at the same time his brand was named Creative Marketer of the Year, collected two Grand Prix and Lions in different categories. He noted that every piece they looked at in Creative Effectiveness was very good, because what makes shortlist in Cannes is over average, especially in this category. “Every campaign we looked at was incredible. What we did there was to judge based on the idea which accounts for about 25%, strategy 25% and 50% the results. The awarded campaigns or those that stood out had a clear outcome and a perfect correlation between idea, execution and business result” he explained. “We’ve two campaigns that were very successful for Burger King. One is Burning Stores that received a Grand Prix in Print, and Google Home of the Whopper with a Grand Prix in Direct, and a lot more” Machado said. “What I love about both campaigns is that they are super iconic and sparked off a gut response after showing the brands tone which was fun. In Google Home of the Whopper we implemented technology in a way that was never done before and the only thing we did was make people talk about the Whopper.”
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