Burger King champions inclusivity in Brazil with ad featuring a blind protagonist

Campaign by David is first broadcast spot to feature audio description

Published On
Jul 31, 2019

Editor's Pick

Burger King is catering for a more diverse audience in Brazil with an ad that features a blind protagonist.

The spot, created by David Sao Paulo, features Eduardo, a visually impaired man, in the lead role, trying out a Double Cheddar and a Big King, sandwiches in Burger King's current 2x15 promo, wearing a BK crown. Eduardo gives a brief description of the sandwiches and says: "One of the things I say I'll believe it when I see it." The tagline is "We welcome everyone."

The campaign will run on TV as well as digital media, and is the first spot on Brazilian broadcast TV to feature audio description in the main audio channel, rather than as an optional add-on. 

Rafael Donato, David's Creative VP, says that both client and agency learned a great deal from this new project. "It's the type of job that shifts your perspective on people with visual disabilities and we hope this does the same with our audience," he said in a statement. "Although blind, Eduardo doesn't see his disability as a handicap. Quite the opposite, he's the type of guy who can laugh at himself and enjoys a good laugh, like every good Burger King lover."


Jul 31, 2019
Client :
Burger King
Agency :
David SP
Managing Director :
Sylvia Panico
Creative VP :
Rafael Donato
Creative Director :
Edgard Gianesi
Copywriter :
Bernardo Tavares
Art Director :
Paulo Damasceno
Account :
Carolina Vieira
Account :
Rafael Giorgino
Account :
Roberta Magalhães
Account :
Martina Adati
Production DAVID :
Fabiano Beraldo
Production DAVID :
Silvia Neri
Production DAVID :
Fernanda Peixoto
Production DAVID :
Brunno Cunha
Production DAVID :
Gustavo Viola
Planning :
Daniela Bombonato
Planning :
Carolina Silva
Planning :
Bruno Gomiero
Media :
Marcia Mendonça
Media :
Mateus Madureira
Media :
Felipe Braga
Media :
Renata Oliveira
Social Media :
Lucas Patricio­­­
Production Company :
Café Royal
Director :
Joca_Georgia Guerra Peixe
Executive Producer :
Moa Ramalho
Photography :
Thiago Beck de Vicentis
Sound Production :
Jamute Audio
Client Approval :
Ariel Grunkraut
Client Approval :
Thais Nicolau
Client Approval :
Natalie Burztyn
Client Approval :
Marilia Santos
Client Approval :
Stephanie Pellin

Need a credit fix? Contact the Creativity Editors

Project Type