S1 E5: Burger King's Whopper Sacrifice with Joel Kaplan

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How To Kill A Lion

Jordan Buntain

9 episodes

3 days ago

Whether you're an ad person, a marketing person, a student in a creative field, a small business owner, or even just a creative nerd - this is your new podcast. How To Kill A Lion is the study of creativity through the lens of the biggest Cannes Lion-winning ads in the world. More importantly, it's straight out of the brains of the actual people who helped 'crack' the original idea. Each episode we'll dissect the ideas and then talk creative process. Jordan Buntain, your host, is a Creative Director in advertising who killed a Titanium Cannes Lion in 2014.

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S1 E5: Burger King's Whopper Sacrifice with Joel Kaplan

How To Kill A Lion

1 hour 23 minutes 58 seconds

5 years ago

S1 E5: Burger King's Whopper Sacrifice with Joel Kaplan

**This podcast is GUARANTEED to be pretty much pandemic conversation free ** If you're tired of podcasts that only seem to talk about Covid-19 and you'd much rather listen to how one of the craziest advertising ideas of all-time was made - today is your lucky day. In this episode, Jordan sits with Joel Kaplan who was one of the original creators of Burger King's infamous 2009 Titanium Lion winning idea: The Whopper Sacrifice. Easily one of the shortest and most viral campaigns of all-time, Whopper Sacrifice was only live for just over a week before it had to be taken down, causing another insane round of free PR. In the first half, Joel details how the idea was built on a simple insight about what 'a friend' really is, how the idea was thought to be dead, and how one crazy app caused Facebook to congratulate CP+B for "officially breaking the platform."

In the second half, they dive into Joel's nebulous creative process, his love of strategy, and how he always makes sure to turn things upside down while concepting. From his earlier days back at AKQA where he took home hardware for launching Halo, through his insane years at Crispin, and into his current position as ECD at Muh-Tay-Zik/Hof-fer in San Fransisco, Joel drops a ton of hints and tips that every junior copywriter needs to listen to.

Whopper Sacrifice Case Study: https://adage.com/creativity/work/whopper-sacrifice-case-study/16136

Special thanks to...

Storefront Music NYC for help with tracks and some sound design: https://www.storefrontmusic.net/

Allan Peck for lending me his versatile voiceover magic. https://www.allanpeck.com/

If you would like to be on How To Kill A Lion, simply reach out: jordan@buntainandpartners.com