Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #3 in Print/Outdoor/Design, this effort out of David showed just how much impact a packaging tweak can have. During Pride Week, Burger King introduced what appeared to be a new menu offering -- a "gay pride burger." It came in a rainbow-colored wrapper, but as this film shows, the best part was on the inside.
For Pride Week, Burger King introduced a new menu item: a gay pride burger. Spoiler: it's the same burger, just in a rainbow colored wrapper. The company is selling the sandwiches through Thursday in San Francisco, at a restaurant on Market Street that was the central part of the city's Pride Celebration last weekend.
The brand also released an emotive online film where Burger King lays bare the strong emotions provoked by its Proud Whopper. Customers are not told what is in the burger, but once opened up, a message inside the wrapper states, "We are all the same inside." What's different about the film is that it's perfectly candid about customers' different reactions to both the name and the message -- while not everyone is exactly cool with it, the younger customers love it and those celebrating Gay Pride are particularly emotional. The film was made by David, Miami and directed by Smuggler's Henry-Alex Rubin.
Sales of the Proud Whopper (which is only available at the Market Street, SF location) will be donated to Burger King's McLamore Foundation, for scholarships benefiting LGBT college-bound, high school seniors graduating in spring 2015.