The Drum Awards for Marketing EMEA - Awards Show

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Date: Feb 2018
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30% of school kids worldwide are bullied each year and bullying is the number one act of violence against young people in America today (Source: nobully.org).

The Burger King brand is known for putting the crown on everyone’s head and allowing people to have it their way. Bullying is the exact opposite of that. So the fast food chain is speaking up against bullying during National Bullying Prevention Month. To see what would happen in public, David Miami hired teen actors to harass another kid in a real Los Angeles-area BK restaurant. The premise was: Would customers be more likely to stand up for a bullied junior human or a bullied Whopper Jr.?

In the experiment, more people stood up for a bullied Whopper Jr. (which had been smashed by an actor/employee) than a bullied high school junior.

The brand encourages people to visit NoBully.org to learn how you can take a stand against bullying.

Credits

Agency: David Miami

Brand: Burger King