Following #Anti2010 and the activation of Notifications, BURGER KING® is once again taking a bold stance for the third consecutive year. In alignment with the national day dedicated to combating school bullying, BURGER KING® has joined forces with the charity Les Papillons to unveil a compelling new awareness initiative crafted by Buzzman.
In France, a staggering 1 in 10 children falls victim to bullying, a statistic of immense concern that warrants widespread acknowledgment of the severity of the issue.
To ensure maximum outreach, BURGER KING® has chosen to leverage its brand, establishments, and social media platforms to launch a campaign aimed at raising awareness about the prevalence of bullying.
The campaign commenced on November 8, the day preceding the anti-bullying day, when a peculiar transformation occurred—the letter in the BURGER KING® logo turned gray across all its social media channels.
Subsequently, this visual representation extended to select restaurant windows, where a gray letter appeared. Within the restaurants, a deliberate pattern emerged: for every 10 tables, self-checkout machines, crowns, and bags, one item turned gray.
This intentional shift is intended to capture attention and highlight the significance of the message. Just as one gray object in 10 stands out conspicuously, the plight of 1 in 10 children experiencing bullying deserves a heightened awareness.
In addition to this impactful awareness campaign, BURGER KING® is reaffirming its commitment to the charity Les Papillons, tirelessly combating child bullying throughout the year. On November 9, 2023, the national day against school bullying, all profits from the sale of King Junior menus will be donated to the charity.
Individuals interested in supporting Les Papillons can contribute by visiting https://www.associationlespapillons.org/.
This awareness campaign will be prominently featured in BURGER KING® restaurants and across its social media channels from November 8 to 9.
Credits
Advertiser:
BURGER KING® France
Brand:
BURGER KING® France
Credits:
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Patrice Lucet & David Derouet
Art Directors Thibault Picot & Yvonnick Le Bruchec
Copywriters Thibault Picot & Yvonnick Le Bruchec
Associate Director Loïc Coelho
Account Director Fany Maupou
Account Manager Agathe Coquillon
Head of Social Media Pierre Guengant
Social Media Consultant Félix Brunot
Social Media Consultant Elisabeth Royo
Head of PR & Communication Paul Renaudineau
PR & Communication Manager Marie Smid
PR & Communication Assistants Inès Pereira & Alizée Bedu
Head of Production Vanessa Barbel
Production Saveria Besset
Director Raphael Vandenbussche
Production Director Constance Pentier
Set Designer Thomas Dumontet
Post-Production Paume
