The Masked Giant

Briefing

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Quick wants to keep the Giant burger iconic and appeal to younger generations while strengthening its cult status.

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Insight

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The Masked Singer is one of Belgium’s most-watched TV shows, attracting over a million viewers, making it a perfect platform to highlight Belgian icons.

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Idea

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Create a Giant-themed costume on The Masked Singer, hiding Jean-Marie Pfaff — Belgium’s famous former football goalkeeper known for his charisma and national hero status. Through performances and cryptic clues across episodes, the campaign builds excitement, mystery, and pride around the Giant burger.

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