To Introduce Big King in Brazil, Burger King 'Flame-Grills' Big Mac Superfans

David São Paulo converts, tattoos McD's devotees

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How to convince fast-food diners that Burger King's Big King burger is a superior option to the iconic McDonald's Big Mac? Invite Golden Arches superfans to Brazil, feed them the new competition, and then brand them with tattoos.

That's what the São Paulo agency David did to highlight the debut of the new offering, permanently added to U.S. menus in 2013 but introduced in Brazil last week.

In a funny and unexpected YouTube video and accompanying social-media campaign, David and its partners—production company Crane.TV

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