Joaquin Cubria, VP, ECD of David in Buenos Aires and The One Show Direct Marketing judge, is no stranger to unique ideas for Burger King, having won awards for "A Day Without Whopper" last year.

It takes a lot to wow him, but FCB New York does it effortlessly with "The Whopper Detour", an impressive effort that drove thousands to people to the BK app and then drove them to the doorsteps of their nearest McDonald's locations before steering them back to Burger King.

How people were participating with the idea… I wish I had done that.