LOVE CONQUERS ALL

Short List
TitleLOVE CONQUERS ALL
BrandBURGER KING FINLAND
Category F07. Corporate Purpose & Social Responsibility
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

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 turned this relationship around into celebration of love to showcase Burger King’s corporate values. The kiss between two fictional male characters was also a way to show what real same-sex couples 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. Love conquers all was published during Helsinki Pride week.