The Stevenage Challenge managed to turn a small British team into a social phenomenon, getting the best players in the world to pose with the Burger King brand and has also managed to win two Cannes Lions in the same edition and day.
The work of the agencies David Madrid & David Miami who have jointly registered the campaign Stevenage Challenge at Cannes Lions has achieved unprecedented success, winning the top award in three categories Direct, Social & and Brand Experience & Activation.
Burger King and the Stevenage Challenge campaign
in 2019 Burger King became a sponsor of Stevenage FC, a British fourth division team. The strange operation was that he got Burger King to appear in FIFA20, the most popular soccer game in the world.
Later in October 2019 Burger King launched the Stevenage Challenge, a series of 7 challenges including scoring a goal or scoring a hat-trick among others. Of course, always within the video game and playing with Stevenage FC.
The participants had to share a video on Twitter fulfilling the challenge, tag @BurgerKingGames and use the hashtag #StevenageChallenge. In exchange, they received codes that they could redeem for free meal at burger king .
FIFA lovers began to play with Stevenage scoring more than 25,000 goals in less than two weeks. Stevenage FC became the most played FIFA20 team in and that according to the obtained a total of 11,000 tweets, of which 95% were made during October 2019, that is, in the first month of activation.
The history of the Spanish Grand Prix
This is the first time that Spain has won three Grand Prix in three different categories at Cannes Lions: the first Grand Prix recognition that Spain won at Cannes Lions was in 1989 with the campaign “Learn to watch TV” made by the Contrapunto agency for TVE.
The second Grand Prix for Spain came just three years later, in 1992 with the help of the «Nuns» campaign by Casadevall Pedreño SPR for Rubber Cement Talens. After that, until 2004 Spain received a Grand Prix again with the campaign “San Silvestre Vallecano”by Doubleyou, and in 2007 the fourth Spanish Grand Prix came thanks to the campaign “Lopetegui” by Shackleton for Banco Gallego.
In 2016 Spain received the fifth Grand Prix award for “Justin”, by Leo Burnett for Loterías y Apuestas del Estado, and a year later Spain achieved its sixth Grand Prix at Cannes Lions with “Más más más del dinero”, a campaign carried out by MRM//McCann for Santander.
A good streak for Spain that in 2018 won the sixth Grand Prix with “Hope, by Mrs. Rushmore for the Red Cross, and it is not until 2021 when Spain is crowned with two Cannes Lions from the hand of Stevenage Challenge.
Chief Creative Officer of Ogilvy APAC and Chairman of the Direct Jury stated that the decision to award the prize to Stevenage Challenge «it was unanimous. All the members of the Jury agreed that the work of this campaign stood out from the others in Direct. It has spectacular insight and is a brilliant way to hack the system.” In fact, he considers that this campaign «it could be a benchmark for the Direct category since it targets a very specific audience of which the campaign perfectly understands all its characteristics and requirements».
In fact, these were not the only medals for David Madrid’s campaign, as Stevenage Challenge also triumphed in the that “celebrate the game changer: provocative campaigns that can break boundaries and mark a new direction for the industry, moving it forward«.
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