CASE STUDY
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“This will tug at your heartstrings.”
In 179 countries, same-sex marrige is still not allowed. In Germany it is. So, to create a flaming symbol of love and tolerance, we burned the Whopper. You read it right.
We then turned the ashes into sparkling diamonds. With the Whopper Diamonds, we fulfilled a heartfelt of a same-sex couple from Eastern Europe: their official marriage. Crowned by the Whopper Diamonds, which were set into the wedding rings. Documented by an emotional online film, the whole world celebrated with them.
In a complex process, we turned the ashes into sparkling diamonds:
As an official sponsor, we became part of the CSD in Cologne and Berlin and showed the film on big screens on the main stage. We also used large-scale banners, t-shirts, posters in our stores directly at the CSD routes, as well as print ads in the biggest LGBTQ magazines as touchpoints.
We used our online film, influencers, banners on LGBTQ websites, and social media posts on all Burger King channels to raise awareness for the film.
RESULTS
Over 4.000.000 views on YouTube.
Most viewed Commercial
in LGBT Target group on YouTube.
3.200.000 earned media.
168.000.000 total impressions.
+60% more store visits.
+43% Brand favorability.
AWARDS
New York Advertising Festivals 2020:
Finalist in Social/Environmental Good