Burger King has a clear market differentiation: our burgers are cooked with fire. The competition's isn't. So in order to leverage and remind Brazilians of our main feature we turned to one of people's favorite topics: a good, healthy, fun controversy. And Brazilians love a good controversy. So do we. IDEA: The brief was to present Burger King's credentials of real food, cooked with real fire, and point out that the main competition (McDonald's) isn't. We found a real island in the middle of the Indian Ocean with an active volcano, that ironically is named McDonald's. We used the remote island to point out that a place with real fire can't be a McDonald's. With that at the center of our message, we invited people to storm to the island's location on Google Maps and use #WhopperIsland on the review section, in order to change the name of that place on Google Maps. Anyone who did it got a R$15 discount coupon to purchase a Whopper on the Burger King app. IMPLEMENTATION: We started our idea using some of the biggest influencer that play "GeoGuessr" to find this remote island in the Indian ocean with an active volcano on google maps. After that we launched a mockumentary style film that described and showed a beautiful island and nature sanctuary with an active volcano and pointed out the irony that a place with real fire can't be McDonald's. With that film we invited people to flock to google maps coordinates and leave reviews on the McDonald Island using #WhopperIsland. By doing so, participants received a R$15 coupon to purchase a whopper on the Burger King app. 1,000 coupons were placed at the geolocation on google maps. All of them were claimed within the first 15 minutes of the activation. We made another 1,000 coupons available the following day. And the following. And then the following. Results were easy to track as we had 3,643 whoppers purchased in our app using the R$15 #WhopperIsland coupons on the three days following the activation launch.