Blank Whopper
Burger King Brazil
Issue 49 | December 2018
Agency
DAVID São Paulo
Creative Team
Creative VP Rafael Donato Creative Director Edgard Gianesi Copywriters Maicon Silveira, Mayara Ribeiro, Lucas Vigliar Art Directors Paulo Damasceno, Thiago Ferreira
Production Team
Producers Fabiano Beraldo, Fernanda Peixoto, Brunno Cunha, Gustavo Viola Production Company Delicatessen Filmes
Other Credits
Managing Director Sylvia Panico Account Team Carolina Vieira, Rafael Giorgino, Juliana Chediac, Roberta Magalhães, Martina Adati Planners Daniela Bombonato, Carolina Silva, Bruno Gomiero Head of Innovation Toni Ferreira Media Marcia Mendonça, Mateus Madureira, Felipe Braga, Renata Oliveira, Carina Marçal Social media Lucas Patrício
Date
October 2018
Background
Brazilian voters were going to the polls on October 7th in the first round of the presidential election. Though it is mandatory to vote in Brazil, it was estimated that 11% of Brazilians planned to vote null or blank.
Burger King, no stranger to public debate, decided to get involved.
Idea
In an attempt to raise awareness of the importance of casting an informed vote, passers-by outside a Burger King restaurant in Sao Paulo were asked how they planned to vote.
All those who then pressed the ‘blank’ button of the voting machine nearby were presented with a Whopper. Except it was all bun and no beef. This was a Whopper chosen by someone else. The wrapper was printed with the message: “Choosing the blank ballot is waiving your right to choose; and when you let someone choose for you, you can’t complain about the results.” The burger tasted terrible and participants in the stunt suddenly understood that they had been given a serving of reality.
Burger King itself is neutral, supporting neither candidates nor parties.
Results
Not yet available.
Our Thoughts
For the last two years, Burger King has produced some of the most provocative campaigns in the world. From taunting McDonald’s to challenging the USA Government’s attempts to end net neutrality, Burger King’s CMO Fernando Machado has enthusiastically taken the brand into places most other brands fear to tread: politics and subjects of real, heated debate.
It’s an ‘always on’ strategy. Because the brand is constantly popping up in news stories inbetween bursts of TV advertising, it has become a constant presence in people’s minds rather than an occasional one.
BK’s agencies are fortunate to have such a gifted and courageous marketer as their client.