Award: CAMPAIGN CATEGORIES \ C03. Best Brand Activation

In the summer of 2022, the iconic New York burger chain, Shake Shack, was set to enter the southwest China market with its first store in the Sichuanese capital of Chengdu. But with three years having already passed since the brand first caused waves with its original mainland China stores, we needed to do more to create a buzz around the opening in Chengdu. So we turned to two Sichuanese icons — bamboo and teahouses — to create a giant art installation that would act as the store’s pre-opening hoarding. ‘The Bamboo Burger’ not only established a new social landmark in Chengdu’s hippest commercial district, it also demonstrated Shake Shack’s commitment to the local community and culture while differentiating the brand to support the store’s success long after its opening day.