| Title | LOVE CONQUERS ALL |
| Brand | BURGER KING FINLAND |
| Product/Service | BURGER KING |
| Category |
C03. Print & Publishing |
|
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
|
NAPA ARTS & LICENSING AGENCY Helsinki, FINLAND
|
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 |
| Kirsi Kuoppa |
Burger King Finland |
Marketing Planner |
| Siru Kalpio |
Burger King Finland |
Vice President Operations |
Cultural / Context information for the jury
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. In 2020, we turned this relationship around and buried the hatchet in celebration of love. A print ad of the two mascots kissing, titled Love conquers all, was published during Helsinki Pride week.
Tell the jury about the illustration.
Love conquers all is a celebration of equality, so it was important to make justice to the important topic. Instead of a realistic image, we created a digital painting which captures the beauty of the moment in the most dignified way.
We were careful with the positioning of the characters, especially the King’s hand. As we also used our competitors mascot, we wanted to be respectful and make the kiss as beautiful as possible.
We knew that the print ad would live a life of its own online, and we wanted to make sure it still felt organic on screens – so we left the brush strokes clearly visible.
The heart-like shape of the characters is most obvious from distance. We didn’t want it to be too dominating, but only to be a subconscious layer.
The rainbow brush-stroke is the finishing touch which amplifies the message of diversity and love.