McDonald's copied BK, so we went and made a meme out of it, and it went viral.
My role: concept / copywriting
McDonald's has a habit of copying Burger King's 'amazing' ideas. So, instead of complaining about it, we made a joke out of it which ended up becoming the most engaged-with social media post in BK Brazil history.
- Can I copy you?
- Sure. Just don't make it identical.
The meme went so viral that even other brands started to make their own versions of it, furthering engagement even more so, and turning our original post into a media channel itself. It was the most talked-about subject of that on Twitter.