| Title | Burjer Kinj |
| Agency | VML Riyadh (Wunderman Thompson) |
| Campaign | Burjer Kinj |
| Advertiser | Burger King |
| Brand | Burger King |
| Date of First Broadcast/Publication | 2020 / 10 |
| Business Sector | Restaurants & Fast Food |
| Story | With local brands capturing Saudi hearts, Burger King was losing ground. So, we utilized a linguistic imperfection to find our local voice: the “G” in Burger King doesn’t exist in Arabic, leading to mispronunciations. We released a classic ad with a mispronounced “G”, sparking arguments over the pronunciation and nationwide debates on modernizing the alphabet. And by adding a dot to the Arabic logo so it sounds like “guh”, a new logo was introduced to the nation. Saudis fell in love with us again, and we finally reclaimed our crown.Our brand saw a spike in social chatter, where brand mentions outperformed our highest spending competitor by 16% and eclipsed our YoY brand mentions by a factor of 16. Along with brand mentions we saw a 25% increase in followers, 61.2 million impressions, 16 million campaign views & a total of more than $2.4 million in PR value. |
| Media Type | Case Study |
| Length | |
| Production Company | Made in Saudi |
| Chief Creative Officer | Chafic Haddad |
| Executive Creative Director | Rayyan Aoun |
| Associate Creative Director | Ahmad Shanaa |
| Art Director | Abdulhadi Tulimat |
More Work
SEE ALLBirthmark Stories (Board)
- BRAND:
- HungerStation
- AGENCY:
- VML Riyadh (Wunderman Thompson)
Hearing Trade
- BRAND:
- STC
- AGENCY:
- VML Riyadh (Wunderman Thompson)
Baity Battle
- BRAND:
- STC
- AGENCY:
- VML Riyadh (Wunderman Thompson)
Baity Battle
- BRAND:
- STC
- AGENCY:
- VML (Wunderman Thompson)
Blast To The Past
- BRAND:
- HungerStation
- AGENCY:
- VML Riyadh (Wunderman Thompson)
The Subconscious Order
- BRAND:
- HungerStation
- AGENCY:
- VML Riyadh (Wunderman Thompson)
The Unstainable Thobe
- BRAND:
- Heinz
- AGENCY:
- VML (Wunderman Thompson)
Fits Anywhere
- BRAND:
- IKEA
- AGENCY:
- VML Riyadh (Wunderman Thompson)