| Title | LOVE CONQUERS ALL |
| Brand | BURGER KING FINLAND |
| Product/Service | BURGER KING |
| Category |
I07. Corporate Purpose & Social Responsibility |
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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
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
Please tell us how the brand purpose inspired the work
Burger King Finland has been a partner of Helsinki Pride for several years.
The rivalry between Burger King and McDonald’s spans decades, and is well-known around the world. The creative idea used this relationship to promote love and equality in a way which exposed Burger King to all the discrimination sexual minorities have to face every day.
The painting earned praise, but also uncovered the discriminatory attitudes towards same-sex couples and their public displays of affection.