Burger King Turns 1/10 Of Its Restaurants Grayscale To Stand Up For Bullied Kids
Video screenshots via Buzzman Paris
For one day, Burger King wrappers in France appeared to be char-grilled to a fault. Rather than drawing attention to a new kind of Whopper, they presented a rather solemn message. Collaborating with anti-bullying charity Les Papillons, the fast-food chain implemented a visually striking campaign on November 8, just ahead of National Day Against School Bullying in the country.
As part of a call to combat bullying among children, Burger King France—alongside Buzzman Paris, the ‘G’ in the brand’s logo was rendered in a muted gray across restaurant signs and social media platforms.
Video screenshot via Buzzman Paris
This monochromatic hue became the meat of the activation, symbolizing the one in 10 children affected by bullying. Patrons experienced this firsthand as one in 10 tables in Burger King restaurants bore the same gray color. Even the self-service kiosks weren’t left out, featuring desaturated screens.
Video screenshot via Buzzman Paris
Video screenshot via Buzzman Paris
Video screenshot via Buzzman Paris
The concept seeped into food packaging, with one in 10 burgers, fries, and takeout bags presented in gray wrappers.
Video screenshot via Buzzman Paris
Video screenshot via Buzzman Paris
Video screenshot via Buzzman Paris
The odd ones out shine a light on the often-overlooked issue of bullying, particularly in schools. Statistics indicate that one in 10 children in France is subject to bullying, a worrying trend that the campaign sought to highlight. By bringing this issue to the forefront, Burger King France aimed to not only raise awareness but also encourage action against school bullying and remind the public of the collective responsibility to foster a safer environment for children.
“One gray object out of 10 is noticeable. One bullied child out of 10 is much harder to see,” the initiative’s film proclaims. “To help these children, Burger King is taking a stand.”
This isn’t the first time Burger King France has taken a stand on this important issue. For the past three years, the fast-food chain has consistently supported France’s National Day Against School Bullying with creative campaigns in collaboration with Buzzman and benefiting Les Papillons.
Cementing its commitment to the cause, Burger King France promised to donate all profits from its King Junior menus sold on November 9, the special day, to the nonprofit.
Video screenshot via Buzzman Paris
[via Adland, MediaPost, Ads of the World, The Drum, video and screenshots via BuzzmanTV]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
