LOVE CONQUERS ALL

TitleLOVE CONQUERS ALL
BrandBURGER KING FINLAND
Product/ServiceBURGER KING
Category E04. Real-time Response
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Media Placement VIRTA HELSINKI, FINLAND
PR TBWA\HELSINKI, FINLAND
Production TBWA\HELSINKI, FINLAND
Production 2 NAPA ARTS & LICENSING AGENCY Helsinki, FINLAND
Credits
Name Company Position
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
Kirsi Kuoppa Burger King Finland Marketing Planner
Siru Kalpio Burger King Finland Vice President Operations

Background

The brief was to come up with a creative execution and spread awareness of Burger King’s corporate values and Burger King’s Pride partnership. Burger King Finland has been a partner of Pride for several years. In 2020, Pride events around the world had been cancelled, which created a void of visibility around the topic. The production and media budgets of the campaign were minimal, meaning that the campaign relied heavily on social media and the shareability of the creative execution.

Describe the strategy

The budget for the campaign was minimal, making social media and earned online media the primary channels. The creative had to be controversial, brave and most of all, very easily shareable. We decided to create only one asset, which we would spread widely and simultaneously through as many media channels and social media channels, influential figures and forums as possible. The execution had the power to cause both uproar and praise. The strategy was built around fueling both. We calculated that any criticism we got would only cause a positive counter-reaction, making more people join the conversation in defence of the values the painting promotes. With this in mind, we decided to spread the painting also to the more conservative online channels.

Describe the execution

The campaign launched on the 10th of September throughout Burger King’s social media channels. On the launch day, we seeded the picture to a handpicked group of LGBTQ+, entertainment and mainstream news and social media channels. 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, we seeded it through a large scale Cision push. Soon after the painting 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. The painting made Burger King’s corporate values a subject of global discussion. Most importantly it gave the important topic of love and equality the visibility it deserves. Global reach: 1 101 294 552 Earned media value: 10 186 974 € Social media hits: 22 070 News outlets: 315 Engagements: 1 098 399