Our objective was to promote Burger King’s new tagline “BE YOUR WAY” and use it to ignite conversation about acceptance and equal rights around the world. Our main target were male and female teens and young adults, an audience which spends a lot of time browsing social medias and which aren't afraid to express personal thoughts and beliefs.

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.

The Proud Whopper was sold in store during the San Francisco Pride parade. People flocked the store to try this new rainbow wrapped burger and their reactions generated a film which further promoted the idea, the message, the wrapper. In just one week, a simple wrapper reignited conversation about equal rights, generating over 7 million views, 1.1 billion impressions worth $21 million in earned media, over 450 thousand blog mentions, and became the #1 trending topic on Facebook and Twitter. According to IPSOS research, the Proud Whopper reached 1 out of every 5 Americans. The wrappers became a souvenir and a symbol of acceptance, taking over Instagram, and even being sold on EBAY for up to US$ 1,000. The Proud Whopper also generated hundreds of response videos online. In short, a simple wrapper made a burger a true proclamation of equality.

Burger King is one of the world's biggest fast food chains, with over 13000 outlets across 79 countries. For decades, BK has tapped into its main product differential - being able to build any sandwich the customer asks for - through its brand tagline "HAVE IT YOUR WAY". But in 2014, the brand decided to take its positioning further and, in May, Burger King came out with a new line: "BE YOUR WAY".