2020 Winner

CASE SUMMARY

When a Montreal tattoo artist posted a shot of his Mama Burger tattoo on Instagram (along with the mention “A&Doux,”) the burger chain and Rethink set out to find the man behind this unexpected show of brand love. The “Burger Man Hunt” was born, with the brand using posters, billboards, truck and restaurant wraps, as well as a campaign tip line (through which hundreds of people offered clues) to locate the individual. Additional video assets documenting the city-wide manhunt were used to promote the campaign. The approach caught the attention of media and local bloggers, generating more than two million organic impressions in 24 hours and increasing online brand mentions by 370%.

Credits

National Creative Directors: Chris Staples, Ian Grais
Creative Director: Nicolas Quintal, Xavier Blais, Maxime Sauté
Copywriter: Vanessa Harbec
Art Director: Mathieu Lacombe
Strategic Planner: Pascal Routhier
Account Services: Catherine B. Mainville, Victor Brunton, Alex Lefebvre
Producer: Marie-Pière Poulin, Katia Dupuy
Production House: Content Content (Simon Lebrun)
Post Production: Jérémie T. Fournier
Tattoo Artist: Noémie La Thug
Client: Tom Newitt, Mike Bruno