At the same time as Pride celebrations take place all over the world, the FIFA World Cup is being hosted in Russia, one of over 70 countries where same-sex relations are not allowed.
In the face of this, a small group of creative activists from Brazil, Spain, Russia, The Netherlands, United Kingdom and United States have teamed up to create a one-of-a-kind-jersey. A global symbol of equality and acceptance.
A Gay burger to get the world
talking about equal rights
Burger King introduced
the Proud Whopper, a burger wrapped with the colors of the rainbow.
People flocked Burger King to find out what was so different about this Whopper. But when they opened the wrapper, they found the same Whopper they’ve always loved. The message on the wrapper explained everything: “we are all the same inside”.
A film about the launch helped make our rainbow colored wrapper a true icon, spreading our core message throughout social media and mass media publications. In the end, the Proud Whopper became more than a hamburger, it became a proclamation of equality.
Results after just one week:
+7 Million views
+1.1 Billion impressions
+$21 Million in earned media