Using the brand’s signature sandwich
to make a bigger point about empathy and equality.
CLIENT BURGER KING SCOPE PRODUCT ACTIVATION + EXPERIENCIAL + PR
The Proud
Whopper
For too many, we focus so much on the differences between us that we fail to empathize with each other and treat each other differently. We lose sight of how similar we are and want the same things like love and acceptance.
At San Francisco Pride, Burger King introduced the Proud Whopper. On the outside, every burger looked exactly the same. But inside each wrapper was a simple message: “We are all the same inside.”
The campaign turned one of the brand’s most iconic products into a statement about equality, acceptance, and inclusion.
RESULTS
TWITTER #1 TRENDING TOPIC
Turning a local Pride activation into a national cultural conversation.
OVER 1,1 BILLION MEDIA IMPRESSIONS
Generating massive global earned media coverage and social engagement.
PROCEEDS DONATED TO THE BURGER KING McLAMORE FOUNDATION
Helping fund scholarships for graduating LGBTQ+ high school seniors.
GRAND CLIO WINNER
Recognized globally for creativity and cultural impact.
Twitter’s
#1 trending topic.
1.1 Billion impressions.
