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Using the brand’s signature sandwich to make a bigger point about empathy and equality

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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.

Burger King introduced the Proud Whopper,
a burger wrapped with the colors of the rainbow.

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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”.

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Twitter’s
#1 trending
topic

1.1 Billion impressions.

Unlocked the purpose-driven side of ‘have it your way’.