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How Burger King Brought Gay Pride to Its Signature Whopper

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Agency David & Smuggler launch the 'Proud Whopper' for BK

How Burger King Brought Gay Pride to Its Signature Whopper

Burger King Worldwide, Inc. (NYSE: BKW) is broadcasting a widespread message in support of self-expression with a digital film launching today on Youtube.com/BurgerKing. The film was created at a BURGER KING restaurant at the heart of the San Francisco Pride Parade route where a limited edition PROUD WHOPPER Sandwich was added to the menu. Guests who ordered the PROUD WHOPPER Sandwich were surprised because it is in fact, the same iconic fire-grilled WHOPPER Sandwich beloved since 1957, but wrapped in rainbow colored paper inscribed with a message reading: “we are all the same inside.”

The film captures the brand's new “BE YOUR WAY” spirit through emotionally charged reactions. The written message inside the PROUD WHOPPER Sandwich wrapper, “we are all the same inside,” speaks volumes and truly showcases what it means to “BE YOUR WAY”. The intent of the “BE YOUR WAY” global attitude is not to tell anyone how they should live, but rather aims to elevate “HAVE IT YOUR WAY” to an even more meaningful place.


“We are always looking to engage our guests on a local level and be part of regionally relevant events,” said Kelly Gomez, Director of West Coast Field Marketing, BURGER KING West Division. “With one of our restaurants on the Pride Parade route, it was a natural fit to be involved and celebrate by giving something back to the community.”

The PROUD WHOPPER Sandwich is $4.29 and available exclusively at the BURGER KING restaurant located at 1200 Market Street through July 3rd. All PROUD WHOPPER Sandwich sales will be donated to the BURGER KING McLAMORE Foundation, for scholarships benefiting LGBT college-bound, high school seniors graduating in spring 2015.

“BURGER KING restaurants have always been places to eat great tasting food, let your guard down and just be yourself without any judgment,” said Fernando Machado, Burger King Corporation Senior Vice President Global Brand Management. “The film and PROUD WHOPPER Sandwich are the first of many different opportunities to bring the “BE YOUR WAY” global attitude to life in unexpected ways.”


Credits


Client: Burger King

Senior Vice President, Global Brand Management: Fernando Machado

Chief Marketing Officer, North America: Eric Hirschhorn

Agency: David, Miami

Chief Creative Officer, Founder: Anselmo Ramos

Executive Creative Director: Roberto Fernandez

Associate Creative Director: Russell Dodson

Art Director: Bruno Luglio

Copywriter: Ivan Guerra

Junior Art Director: Rodrigo Bistene

Head of Global Production: Veronica Beach

Producer: Renata Neumann

Business Manager: Libby Fine

Managing Director: Paulo Fogaça

Account Director: Ricardo Honegger

Account Supervisor: Rafael Giorgino

Production Company: Smuggler Films

Director: Henry-Alex Rubin

Partners: Patrick Milling Smith, Brian Carmody

Chief Operating Officer: Lisa Rich

Executive Producer: Lisa Tauscher

Head of Production: Andrew Colon

Line Producer: Erin Wile

Director of Photography: Matthew Woolf

Editing: Rock Paper Scissors

Executive Producers: Linda Carlson, Dave Sellars

Editor: Conor O'Neill

Post Producer: Justine Smollan

Assistant Editors: Vanessa Yuille, David Sullivan, Lorianne Arden

Online, Color: Spy Post

Executive Producer: Lori Joesph

Flame Artists: Darren Orr, Jesse Boots

Colorist: Carey Burens

Mixing: Polarity Post

Mixers: Patrick Fitzgerald, Jerel Bromley

Music: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

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Categories: Fast food, Retail and Restaurants

SMUGGLER, Thu, 03 Jul 2014 14:10:22 GMT