Hypothesis: We are all the same inside.

[A campaign, for Burger King US]

By the beginning of 2014, Burger King had lost its coolness after years focusing single-mindedly on taste, and mimicking old creative formulas of the QSR category.

After 3 months working on the brand revamp brief, DAVID, together with BK’s new global marketing team, got to a the conclusion that the brand should go back to its “Have it your way” prop, but with an evolution.

That’s how “Be your way” was born. A nod to the essence of the brand, with a shift to modernize it rooted in the value of Authenticity.

But instead of launching it with just another expensive brand manifesto film, we figured it would be more impactful (and a lot cheaper) to search for one big idea and surf the PR wave this would hopefully generate. At the core of this big launch idea, the Whopper should serve not as a hero product, but as a new, long-term brand asset – a springboard for the brand to reconnect with culture.

While legal same-sex marriage was being discussed across America, the Whopper was the vehicle for BK to share – and act on – its point of view on the subject.

These were the roots of PROUD WHOPPER.

With over 1 billion media impressions, 7 million views, 450,000 blog mentions, thousands of Instagram photos, and wrappers sold on eBay for up to US$ 1025, it does sound like we made the right choice.

It won 13 Cannes Lions in 2015, two of them Gold – in Promo & Activation, and PR. Other recognition included One Show, D&AD, Clio, LIA and two shortlists at the Effies.

Strategy Director