BK Friday: Swallow the Cry (Engole o Choro)
The Challenge Black Friday is the most cutthroat date in Brazilian retail. While consumers are eager for deals, they are also skeptical—always questioning if a discount is real or "half off the double." For Burger King, the challenge was to cut through the noise with an offer so aggressive it would leave the competition with no response.
The Strategy We turned consumer doubt into a battle cry. With the campaign "Swallow the Cry" (Engole o Choro), we took BK's famous "2 for R$15" deal and pushed it to the limit: **3 for R$15**. The creative direction followed the brand’s irreverent "flame-grilled" DNA—bold, loud, and provocative. The result was a historic performance that crushed all KPIs and solidified BK as the dominant force of Black Friday in Brazil.
The Impact The campaign didn't just sell burgers; it collected international metal. It was recognized at the Festival of Media, Smarties LATAM, and The Drum Social Buzz Awards.
Role: Creative Ideation, Client Pitch & Lead Art Direction.
I was responsible for the entire creative process, from initial ideation to the strategic pitch and defense. Beyond the conceptual phase, I led the full art direction and visual execution of the project.
Client: burger king
Agency: ginga
Art Director: mayara moreira
Copywriter: victor capato
SMARTIES LATAM 2019
Mobile Promo - Winner
Mobile Social - Silver
FESTIVAL OF MEDIA LATAM 2019
Best Engagement Strategy - Silver
THE DRUM SOCIAL BUZZ 2019
Largest ROI from a Social Media
Campaign or Strategy - Winner
