LOVE CONQUERS ALL

Short List
TitleLOVE CONQUERS ALL
BrandBURGER KING FINLAND
Category B03. Print & Publishing
Product/ServiceBURGER KING
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

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 art direction.

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.