The Clio Awards has today announced a partnership with Burger King to challenge students to create a whopper of an April Fools’ day prank. As part of the 60th annual Clio Awards competition, Burger King will take over the Student Integrated Campaign category. The most creative integrated campaign entry will earn a coveted Gold Clio statue. Additionally, Burger King will fly the creator of the award-winning submission to Miami to work as an honorary creative director alongside the creative teams that will bring to life Burger King’s next great April Fools’ Day prank.
The challenge is inspired by Burger King’s longstanding tradition of stunning consumers with outlandish product “launches” timed to the international prank day. The brand has had tremendous success with engaging customers around unimaginable innovations to America’s favorite burger, such as The Chocolate Whopper, made from significantly sweeter ingredients than the norm; or the Left-Handed Whopper, “redesigned” with all condiments rotated 180-degrees, so it could be better enjoyed by left-handed guests.
Says Fernando Machado, global chief marketing officer, Burger King: “April Fools’ has become a major date for Burger King and our campaigns have generated massive engagement with a younger, and often harder to reach, audience. We thought this would be a great way to challenge up-and-coming creatives to show us how they would cut through the noise and hijack popular culture with the ultimate prank.”
Entries in this medium will consist of a combination of Audio, Branded Entertainment, Branded Content, Design, Digital/ Mobile, Direct, Experiential/Events, Film, Innovation, Out of Home, Partnerships & Collaborations, Print, Public Relations or Social Media elements. In addition to the winning work, a shortlist of submissions will be recognised for outstanding achievement within an editorial piece on Muse by Clio.
Says Nicole Purcell, president, Clio: “At Clio, we’ve been awarding the creativity that pushes boundaries and permeates pop culture for sixty years. We’re so excited to be partnering with an iconic brand like Burger King to give students the opportunity to surprise and delight audiences with the next great April Fools’ Day prank and work collaboratively with some of the industry’s most creative leaders.”
Entries are now open for eligible students at www.clios.com. The final deadline for submissions is Friday, June 28, 2019.