Burger King Finland has been a partner of Helsinki Pride for several years.

The rivalry between Burger King and McDonald’s spans decades, and is well-known around the world. In 2020, we turned this relationship around and buried the hatchet in celebration of love. An outdoor ad of the two mascots kissing, titled Love conquers all, was published during Helsinki Pride week.

Love Conquers All is a celebration of equality and it was important to make justice to the important topic. Instead of a realistic image, we chose to create a digital painting which captures the beauty of the moment between the two characters in the most dignified way.

We were careful with the positioning of the characters, especially the King’s hand. As we also used our competitors mascot, we wanted to be respectful and make the kiss as beautiful as possible.

We knew that the outdoor ad would live a life of its own online, and we wanted to make sure that the painting would still feel organic on screens. The brush strokes were left visible to make the painting feel tangible in all channels.

The single, rainbow brush-stroke is the finishing touch which amplifies the message of diversity and love.