BK Pride Riders
Burger King
Issue 56 | September 2020
Agency
DAVID Madrid
Creative Team
Global CCO Pancho Cassis Executive Creative Directors Saulo Rocha, André Toledo Creative Directors Fred Bosch, Álvaro Palma Copywriter Miguel Ángel Gómez Art Director Mariana Valderrama
Production Team
Agency Producer Diego Basualdo, Sebas Arce Production House FAR-Media
Other Credits
Account Director María García Herranz Account Supervisors Adriana González Cid, Irene León Account Executive Lucía Urbieta Strategy Manager Patricia Urgoiti Planner Mireia Salvado Head of Social Media Alex Sánchez Community Manager Saúl Valencian Client Client contact Bianca Shen, Yvette Altet, Borja Moya, María Lafuente
Date
July 2020
Background
Spain has held an annual Pride Parade every year since 1978. In 2019 it attracted more than two million people from all over the world for almost a week of celebration.
In 2020, due to the coronavirus pandemic, the event was cancelled.
Idea
Burger King turned 415 of their delivery scooters into small Pride Floats, decorating them exuberantly. In Spain’s largest cities, Barcelona, Valencia, Alicante, Seville and Madrid, any time someone ordered a Burger King delivery, the empty streets were filled with colour and pride.
Our Thoughts
Is there a week in the year when Burger King isn’t doing something somewhere to attract attention in social media? This is yet another contribution to the brand’s brilliantly executed ‘always on’ strategy.
A few years ago, BK’s ‘Proud Whopper’ campaign annoyed some in the LGBTQ community. In only one restaurant of the 18,000+ they operate, did they wrap their burgers in rainbow paper with the message, “We’re all the same on the inside.” This is a lot more public and a lot less ‘woke’.