McDonald’s island, an outpost of Australia in the middle of the Antarctic, is home to an active volcano. Burger King’s agency in Brazil, DM9, has seized on this fact to create a campaign calling for the “historic mistake” to be fixed by renaming the place “Whopper Island” in honour of its client’s flame-grilled burgers.
Instead of taking the legal route, the idea is to get as many people as possible to label the location with the hashtag #Whopper on Google Maps. It’s a gimmicky campaign but the mockumentary-style ad is very well done and the logic somehow seems faultless when you look at the red-hot molten lava.
What the family of William McDonald, who discovered the island in 1854, will think about this is anybody’s guess.
MAA creative scale: 6.5