In a country where ‘no meat’ equals ‘no meal’ – Burger King was launching its new Plant-Based range.

Since Kuwaitis were a bit skeptical to try this new range, we had to resolutely prove it tastes ‘Just as good as the original’.

So, we introduced Cristiano Ronaldo’s doppelgänger – a naïve but overconfident guy who genuinely believes he’s as good as his famous lookalike. We created a -not-as-good-as-the original character made up of everything Kuwaitis love, football, drama and comedy.

We launched the campaign with a mockumentary style film on TV, cinema and social, then took to the streets with our character’s ‘unwise wisdom’ outdoor executions. Then amplifying his personality on social, we engaged with audiences with a TikTok challenge and even trolled the real Ronaldo by mimicking his content.