This campaign is proof that when you have a powerful, funny insight, it can easily travel. On film, we focused on kids’ reactions to the arrival of their siblings. It captures the suffering they feel when they realize they’re not the center of attention anymore. Those real, unfiltered and natural expressions have the power to generate a smile, as we all can relate to that feeling somehow.

It’s a story of grief and distress, with a humour touch instead of dramatism – it all resolves with the brands ownable intervention, offering a safe place where they will always be king.

Families are one of the most important targets for Burger King – they're the fastest growing consumer group in the fast-food category. Their loyalty was key: in an economic crisis context, where prices are constantly going up, families tend to look for affordable, fun restaurants to have a good time together.

Burger King needed a higher engagement with those families, who traditionally have a stronger connection with McDonalds, the TOM #1 brand when asked about a burger restaurant to attend as a family.

The challenge was there. How could we engage deeply with families, when our biggest competitor had a strong heritage with them?

Easy. Finding a truth. A consumer real tension that only BK could resolve as a brand: the “older sibling drama”.

The dethroned feeling when a younger sibling comes to every only child life. That moment when their kingdom seems to fall apart. A universal situation all older siblings have suffered: they’re not kings or queens anymore, enjoying all the attention.

That was the breakthrough moment. A perfect insight for BK to own, solving the tension with the brand proposition upfront: there’s a place where you’ll always be the king.

And we had to launch on a special day to increase its cultural relevance: Siblings Day. On that day, we launched the campaign with a multichannel promotion offering King Jr. Meals for just one pound with the purchase of an adult meal, allowing every kid in shock to reclaim their crown while increasing sales.

It’s pure, unfiltered and natural real life.

It all starts with a compilation of real, home-made videos with older siblings' reactions when they meet the baby. We can see how surprised, disappointed, upset they feel. They scream, they cry – they're not happy at all.

The music reinforces those feelings, with a strong beat to increase the wittiness of the situation; making the situation comical instead of dramatic.

The combination of natural images and music quickly sparks a smile. It all gets resolved when the brand jumps in with a solution: there’s a place where you’ll always be the king. The rhythm changes, and kids are now happy with their crowns while they enjoy their menus.

Burger King was facing a big challenge: despite being an iconic brand, it hadn’t engaged with families yet. They needed to create a meaningful, relevant campaign proving that, BK is a brand for families like yours.

The objective was clear: engage with families in an ownable, meaningful way, keeping the brand witty tone and style; and increase the King Junior Menu consumption in the UK by 10%.

· More than 227M impressions in two weeks

· It sparked conversations on social media, drawing participation from all over the country, resulting in over 320,000 impressions and interactions.

· +36% increase in incidence for kids meals vs previous period

· +2pp uplift on average sale vs previous promo

This is real life. A truth that was already there, happening every day in front of our eyes: When a child realizes he/she is not an only child anymore, it is a true disappointment. The first dramatic moment in their lives: now they need to share their parents' attention; and that is not good.

Despite being a moment of sadness, their naturally dramatic reactions bring the fun side to the insight: the exaggeration of the kids, who really feel it, instantly spark a smile to the viewer.

And that is where the power of the idea lands: a single-minded, real, powerful truth that creates a smile.