Brazil has many types of baldness, a topic that sparks much discussion on social media: the little pool bald, the hairy bald, and the long forehead.
One is most prevalent – The Bald Thru. Burger King pays a tribute to this specific type of baldness – entry on one side, passage through the back, and exit on the other. In other words, it is the perfect ambassador to promote BK Drive.
The fast-food restaurant chain decided to honour it in the best possible way by launching, The Bald Thru campaign, where everyone presenting this type of baldness at BK Drive receives a free Whopper.
In addition to distributing Whoppers for Bald Thru individuals, the campaign includes a film created by DAVID São Paulo, showing that anyone with drive-thru-style baldness, natural or not, will be rewarded with a free Whopper. The campaign also features social media platforms like META, X (Twitter), and TikTok.
“In just a few days of the campaign, hundreds of sandwiches were distributed, and the action became the most talked-about on social media, a real success,” stated Rogério Chaves, executive creative director, DAVID Sao Paulo.
“The campaign upholds the light-hearted tone synonymous with the brand’s other successful campaigns in Brazil, demonstrating cheerfully and amusingly that BK embraces everyone with open arms,” added Fabrício Pretto, executive creative director, DAVID São Paulo.
In the first five days of the campaign, it became the most significant topic on social media and in the press in Brazil. Half a million bald individuals visited BK restaurants across the country, creating over 22 thousand videos and posts on major social media platforms.
Credits:
Client: Burger King Brazil
Client Team: Ariel Grunkraut, Mayra Palacios, Saulo Faria, Pedro Laguárdia, Vinícius Simon, Larissa Zanardi
Agency: DAVID São Paulo
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECDs: Fabrício Pretto, Rogério Chaves, Renata Leão, Marie Julie Gerbauld
ACD: Renato Simon
Art Director: Tiago Embrizi
Copywriter: Rafael Barreiros
Account Management: Tom Gil, Cacá Franklin, Malu Figueiredo, Carolina Assunção
Production Team: Fernanda Peixoto, Ana Marques, Letícia Brito
Editors: Silvio Figueira, Victor Folha
Strategy: Carolina Silva, Daniela Altenfelder, Barbara Pires, Helder Silva
Innovation & Tech: Toni Ferreira
Social Media: Bárbara Bueno, Marcelo Reis, Ully Correa
Global PR Director: Sandra Azedo
Production Company: Barry Company
Director: Berro
Executive Production: Krysse Mello, Maria Fernanda Moura
Sound Production: Jamute
Director: James Feeler
