Beyond celebrating the best and most innovative work our industry has to offer, the Tomorrow Awards set up to let everybody know and understand the how behind every winning and shortlisted campaign.

Today we head down to Brazil to catch down with Eduardo Marques, Integrated Creative Director at Ogilvy Brasil and the man behind one of the most talked about and envied ideas of the last few months : Whopper Face.

Tomorrow: Were Burger King looking for something out of the ordinary when they hired you guys, or did you have to go to them with this idea?

Eduardo: It started when Burger King introduced a new platform called “Made to Order”. Their slogan has always been “Have it your Way” but they were just introducing that platform so we needed something to promote it.

We had a traditional campaign going on the air, but we wanted to do something different to prove that the sandwiches are really really made to order. We started to think about an execution that would prove this concept. The client never asked for some stunt. They just sent the brief saying the platform is “Made to Order” and let’s do something for that.

So we did the campaign, and we presented this extra idea to show how we could make something different to prove that the sandwiches are made to order. They instantly fell in love with the idea and we got to make it.

Tomorrow: How come you guys only did it in one Burger King? Since the faces of people getting their Whoppers were also going online at the same time, why did you limit its scale by doing it in one restaurant only?

Eduardo: We would have loved to do it in other Burger Kings, but the client wanted to test it in one restaurant first.

So we did it in one store for two days and everything went perfectly. Now Burger King’s head offices in Miami and London asked us to redesign the project to implement it around the world. We’re building a Whopper Face kit with a camera, printer and the software for store owners to use. If you want to use it for a promotion, or at a restaurant opening or if you just want to have it permanently you can do that too with the kit.  We’re redesigning this project to make it available to the whole world. In the end, we got what we wanted because it started in one store and now the world wants it.

After the video went online, lots of people from all over wanted it. Every manager is asking why can’t we do this stunt in our restaurant?

Tomorrow: Was it easy to change the whole packaging? That must have involved some pretty sophisticated trickery…

Eduardo: That was actually the hardest part of the project since you needed a paper that wouldn’t absorb the ink and damage the sandwich. So it needed to be the same thin paper that they had, but we needed to double it. It was really the hardest part. We had to use a printing company in Argentina to help us out on that one.