Burger King sponsored a small fourth-division football club for one reason: to get its logo into FIFA 20. The #StevenageChallenge inspired gamers around the world to sign soccer’s biggest stars to Stevenage, score incredible goals and share them online.
The result? The world’s biggest players wearing the Burger King logo on their chests—without BK paying them a cent.
The campaign went on to win a Cannes Titanium Lion, three Grand Prix and major honors at D&AD, Clio and The One Show.