Burger King: advert-body-3 by David SP
- Location:
The new campaign for Burger King Brazil seeks to let its consumers know that, positive or not, every opinion deserves to be fairly heard, yet, the same does not apply for prejudice. To bring this serious theme to light, the brand makes use of reverse marketing strategies to give its haters a voice.
In the video, Burger King shows real social posts about how people don’t like the brand, with statements like “I really hate Burger King. The smell makes me sick.” and “Burger King is shit. I really think it’s a low quality restaurant.” The brand doesn’t mind exposing criticism about itself on social media, since they are nothing but opinions of a few people. The campaign then goes on to showcase user comments with various forms of discriminatory content – racial, sexual orientation and gender-based – to prove that some of the worst prejudice can be disguised as opinions.
The campaign was created by David SP.
Credits
Agency: DAVID SP
Client: Burger King
Campaign: BK Opinion X Prejudice
Managing director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Copywriter: Lucas Vigliar, Bernardo Tavares
Art Director: Thiago Ferreira
Producer DAVID: Fabiano Beraldo, Fernanda Peixoto, Silvia Neri, Brunno Cunha, Gustavo Viola
Editor: Rubens Angelo
Account: Carolina Vieira, Rafael Giorgino, Juliana Chediac, Roberta Magalhães e Martina Adati
Planning: Daniela Bombonato, Carolina Silva e Bruno Gomiero
Social media: Lucas Patricio
Media: Marcia Mendonça, Mateus Madureira, Felipe Braga, Renata Oliveira e Carina Marcal
Head of Innovation: Toni Ferreira
Client Approval: Ariel Grunkraut, Thais Nicolau, Stephanie Pellin, Bruna Yoshida e Mariana Santos
Producer Company: Movee
Director: Rubens Angelo
Executive producer: Rubens Angelo
Motion: Rubens Angelo, Beatriz Godoy
Sound production: Punch áudio
Team Punch: Mariano Alvarez, André Namur, Lili D. Aragoni, Karina Coviello, Mariana Borba
