CANNES, France—Twelve years after winning its last Titanium Grand Prix at the Cannes Lions for “Xbox King Games,” Burger King is now back on top of the festival’s most forward-looking category. The chain received top honors in the Titanium Lions for “The Whopper Detour,” created by agency FCB New York.
“It checks off all the boxes,” said Titanium Lions jury president David Lubars, “It’s flawlessly executed. It’s so on brand and fun.”
The stunt used a bizarre twist in logic to spark 1.5 million downloads of the Burger King app, which unlocked a 1-cent Whopper coupon when the user went to a McDonald’s location. The campaign was honored with Titanium Grand Prix for combining mobile, out-of-home, print, PR and a strong kickoff spot to create one of the most talked-about campaigns of the past year.
The honor marks the end of a dominant week at Cannes for “Whopper Detour,” which also won the Mobile Grand Prix and Direct Grand Prix, along with a litany of gold, silver and bronze Lions.
Burger King last received the Titanium Grand Prix in 2007 with its series of branded Xbox games, including “Sneak King,” created by Crispin Porter Bogusky.
The Titanium Lions category was created in 2003 by Wieden + Kennedy co-founder Dan Wieden, who felt the Cannes Lions was too restrictively organized into traditional categories like film, radio and print. It has since become one of the industry’s top honors, recognizing the most innovative and ambitious campaigns at each year’s festival.
Here are this year’s other Titanium winners: