| Title | LOVE CONQUERS ALL |
| Brand | BURGER KING FINLAND |
| Product/Service | BURGER KING |
| Category |
I06. Breakthrough on a Budget |
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Entrant
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TBWA\HELSINKI, FINLAND
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Idea Creation
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TBWA\HELSINKI, FINLAND
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Media Placement
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VIRTA HELSINKI, FINLAND
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PR
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TBWA\HELSINKI, FINLAND
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Production
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TBWA\HELSINKI, FINLAND
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Production 2
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NAPA ARTS & LICENSING AGENCY Helsinki, FINLAND
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Credits
| Aleksi Erma |
TBWA\Helsinki |
Creative |
| Matti Virtanen |
TBWA\Helsinki |
Art Director |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
| Ella Komulainen |
TBWA\Helsinki |
Account Director |
| Joonas Hokka |
TBWA\Helsinki |
Creative Strategist |
| Melissa Kuitunen |
TBWA\Helsinki |
Content Producer |
| Saana Sundberg |
TBWA\Helsinki |
Junior Communication Specialist |
| Sara Pitzén |
TBWA\Helsinki |
Junior Communication Specialist |
| Lara Ala-Olla |
TBWA\Helsinki |
Designer |
| Ville Ruokonen |
TBWA\Helsinki |
Junior Planner |
| Juho Ojala |
TBWA\Helsinki |
Planner |
| Niko Hatara |
TBWA\Helsinki |
Creative Producer |
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Ossi Hiekkala |
Napa Arts & Licensing Agency |
Illustrator |
| Maria Kozulya |
Napa Arts & Licensing Agency |
Account Manager |
| Markus Rauramo |
Virta Media |
Account Director & Strategy |
| Miia Backström |
Virta Media |
Digital Strategist |
| Enni Rantakangas |
Virta Media |
Outdoor & Print Planner |
| Kaisa Kasila |
Burger King Finland |
Brand Manager |
| Siru Kalpio |
Burger King Finland |
Vice President Operations |
| Kirsi Kuoppa |
Burger King Finland |
Marketing Planner |
Background
Burger King Finland has been a partner of Helsinki Pride for several years. The crown jewel of Helsinki Pride is the yearly parade, which was not held in 2020 due to the coronavirus pandemic. This posed a serious problem, as Pride organisations around the world rely on media coverage and sponsorships.
As a partner of Helsinki Pride – and one of the most recognisable brands in the world – Burger King wanted to use its brand to generate the widespread discussion, awareness and engagement which the important cause deserves, but was at the risk of missing out on.
Describe the strategy
The painting Love conquers all is in itself a statement charged with the power to cause both uproar and praise. The strategy was built around fueling both. We calculated that any criticism of the painting would cause a positive counter-reaction, making more people join the conversation in defence of the values the painting promotes. With this in mind, the painting and press releases were spread widely, also to the more conservative media.
Describe the execution
The campaign launched on the 10th of September and was only live for the rest of the Pride week. It was crucial to achieve the PR momentum during this time frame. Outdoor advertising, print, restaurants and social media were harnessed simultaneously, with the latter being the most important tool for global traction.
First, we approached a handpicked group of journalists from the LGBTQ+, entertainment and mainstream media, supported by a large scale Cision push. Additionally, we approached influential figures in the LGBTQ+ community.
As the campaign started to get traction, we approached the conservative media to get the discourse going. After the campaign had become a trending topic of discussion, it started to live a life of its own – becoming a part of culture and a symbol for the values it stands for.
List the results
Love conquers all made the headlines on every continent, generating an earned media value of over 10 million euros and a global reach of over 1.1 billion. It became the most talked about topic on social media during the week, earning praise but also uncovering the discriminatory attitudes rooted in society. Most importantly, in a year of chaos and cancelled Pride events, the diversity of love was finally back in the news.
Global reach: 1 101 294 552
Earned media value: 10 186 974 €
Social media hits: 22 070
News outlets: 315
Engagements: 1 098 399