In the beginning of 2014, Burger King decided it was time to shift it's "HAVE IT YOUR WAY" product-centric line towards a more human-centric territory. That's how "BE YOUR WAY" was born. Together with the client, we figured it would be more impactful (and a lot cheaper) to search for one big idea and surf the PR wave this would this would hopefully generate. That's how the PROUD WHOPPER was born. With over 1 billion media impressions, 7 million views, 450,000 blog mentions, thousands of Instagram photos, and wrappers sold on eBay for up to US$ 1025, we can now say it was a smart choice.


Client: Burger King
Role: Creative Direction, Art Direction
Year: 2014

Collaborators: Ivan Guerra, Anselmo Ramos, Rodrigo Bistene, Renata Neumann, Fernando Machado, Veronica Beach, Paulo Fogaça, Rafael Giorgino

Press: Time MagazineFastCoAdAge Best of 2014FortuneHuffington PostWashington PostLance Bass from N’Sync




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