Branded Entertainment is already a default advertising tool and keeps rising in numbers and use. In the US, the majority of brands manage a profile on any or all of the main social media channels (ie.: Facebook, Twitter, Instagram, Vine, etc.). These social media channels are constantly the main channel for promoting a brand's specific communication effort, since these channels offer tools to niche an advertising push, targeting specific audiences, as opposed to the generic reach of mass media, such as TV and print.

Our idea was to ignite the conversation about equal rights and the brand's new tagline using the brand's own product. We thought that, if Burger King could build over 200000 different burgers, it accepts any burger, no matter what it is. So we made a new one: the Proud Whopper, a Whopper wrapped with the colors of the rainbow. Inside the wrapper a message explained everything "We are all the same inside." To produce this wrapper, the main challenge was being able to lay down 8 colors on both sides of a sheet of paper, getting it registered front to back, having it not being transparent, then coding both sides with wax so that there would be no ink transfer on the wrap. The whole process took 11 weeks from trying to figure out how we would do it to actually printing the rainbow colored wrapper.

In just one week, the Proud Whopper reignited conversation about equal rights, generating over 7 million views, 1.1 billion media impressions worth $21 million in earned media, over 450 thousand blog mentions, and became the #1 trending topic on Facebook and Twitter, gathering 57000 and 14000 new fans, respectively. According to IPSOS research, the Proud Whopper reached 1 out of every 5 Americans. The wrappers became souvenir people took home and a true symbol of acceptance, taking over Instagram, and even being sold on EBAY for up to US$ 1,000. The film with people’s reactions to the launch of this “new” burger also generated hundreds of response videos online. In short, the Proud Whopper became a true proclamation of equality.