The One Show
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Category
Experiential Advertising / Guerilla
Annual ID
150258A
About the Work
In 2014, Burger King introduced the Proud Whopper, a burger wrapped with the colors of the rainbow. People were curious to know what was different about this Whopper. But when they opened the wrapper, they found the same Whopper they’ve always loved. The message on the wrapper read “we are all the same inside.” The launch generated a film, which took over social media and mass media publications, gathering 7 million views, 1.1 billion impressions worth $21 million in ad value, 450 thousand blog mentions, and becoming the #1 trending topic on Facebook and Twitter. People spontaneously auctioned Proud Whopper wrappers on eBay for up to $1000. For the first time in history, a simple burger wrapper prompted people to discuss marriage equality, equal rights, acceptance of being, and freedom of choice. In the end, the Proud Whopper became more than a hamburger, it became a proclamation of equality.
2015 Awards
Total Points: 5
Merit
Credits
Agency
DAVID / Miami
Art Director
Bruno Luglio
Rodrigo Bistene
Chief Creative Officer
Anselmo Ramos
Executive Creative Director
Roberto Fernandez
Writer
Ivan Guerra
Russell Dodson
Agency Producer
Veronica Beach
Renata Neumann
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