Can a burger convince people to do the right thing on Election Day? In Brazil, Burger King thinks it can change the mind of a few people with its “Blank Whopper.”
Every country struggles to get people to the polls. That’s a downside of living an easy life in a democracy; we often forget the duties that come with freedom. But let’s not dive into this philosophical discussion now. Instead, let’s focus on those who do turn up, but still can’t make their mind up.
In Brazil, people who vote on Election Day often default to voting “blank/null” rather than choosing a candidate. In fact, 11% of the country’s voters plan to vote blank in the upcoming presidential election.
So, Burger King stepped up and showed a few people in São Paulo what the consequences are of letting someone else make choices for you. After all, you can’t have it your way when you let others decide. Introducing the Blank Whopper.
How would you like to enjoy a Whopper with toppings selected for you by someone else? And what it these choices they made for you were the worse selection of toppings – i.e. just onions and mayo, or pickles, and bread?
The stunt was orchestrated by the DAVID agency in São Paulo, and took place on the night of a recent presidential debate, serving “Blank Whoppers” to fans who left a comment about voting blank.
Rafael Donato, creative VP of David São Paulo, explained: “We wanted to show that casting a blank ballot is not as great as it sounds. Each and every one of us deserves their country their way–and an informed voting decision is the first step in that direction.”
Of course, “Burger King does not support any candidate nor any party,” the campaign’s release states. This could be taken as ironic for a brand that preaches decisiveness. Understandable, however.
Campaign: Blank Whopper
Client: Burger King Brazil
Managing Director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Copywriter: Maicon Silveira, Mayara Ribeiro e Lucas Vigliar
Art Director: Paulo Damasceno e Thiago Ferreira
Social media: Lucas Patrício
Client Approval: Ariel Grunkraut, Thais Nicolau, Natalie Bursztyn, Raffaella Martellini, Marcelo Pascoa