McDonald island with its exquisitely beautiful landscape stands in the Indian Ocean between Madagascar and Antarctica. Its central feature is a fiery volcano. This has come to the attention of Burger King and agency, DM9 Brazil – who are appalled.

An island with fire must only be called Whopper Island.

So rather than enlist lawyers (on a lengthy and expensive project with little hope of success), the agency had a more effective idea. Burger King wants people to participate in renaming the island on Google Maps – by getting very many people to cover the exact location, “53º04’35.69″S 73º30’49.18″, with the comment, #IlhaWhopper. And Burger King will reward commenters with a Whopper discount coupon.

The campaign video is a mockumentary style film that details the uninhabited island and shows a special Whopper delivery to the island keepers, the only people authorised to visit so as not to disrupt the region’s ecosystem. “If anyone deserves a hot, fire-grilled burger, it’s this team that takes such good care of our volcanoes,” quipped Juliana Cury, chief marketing officer of Burger King.­­­

Credits
Client: Burger King
Creative Agency: DM9
Chief Creative Officer: Icaro Doria
Creative Chair: Laura Esteves
Executive Creative Director: Nina Lucato
Head of Art: Philippe Demar
Creatives: Laura Esteves, Diego Guerhardt, Pedro Rosadas, Bruno Anibal, Caio Stucchi-Zucchi, Caique Llaguno, Gus Souza
Content Producers: Jader Crivellaro, Jussara Coutinho, Vitoria Merola
Project Managers: Paula Lopes, Evelma Silva

Chief Operating Officer: Thomas Tagliaferro
Chief Executive Officer: Pipo Calazans
Media Manager: Renata Valio
Graphic Designers: Breno Ferreira, Flávio Rocco

Production: Olho Bala
Music & Sound: Shuffle Audio