Burger King Employees in Brazil Show Their LGBTQ+ Pride

'BK Parade' celebrates the fight for diversity

São Paulo's Pride parade—traditionally among the world's largest, with 3 million attendees across multiple events—will take place online for the second straight year, owing to Covid-19 restrictions.

But that won't stop 20 of Burger King Brazil's 2,700 employees who identify as LGBTQ+ from appearing around the city to celebrate diversity. They'll do so in photographic form throughout June, Pride Month, as part of "BK Parade," developed with agency David São Paulo.

Landmark São Paulo locations are providing space for the colorful posters, tagged "Our team, our pride." Along with outdoor installations and placements in transit stations, on trains and in bus stops, the campaign will run across BK's social networks and appear on a dedicated website.

"Actions like this one can only add to our cause and serve as inspiration for other brands," says São Paulo Pride Parade vice president Renato Viterbo. "The parade has always been a moment of fight, joy and unity, and BK has been at our side for the past four years. The event reinforces that we are all equal, and even in pandemic days like the ones we are living through, we do not want to forget the importance of this fight."

BK's effort mirrors previous work from brands that puts Pride in public spaces despite the pandemic, giving vibrant voice to the cause on the streets even as it resonates louder than ever online. Such work includes Skittles' "QueeR Codes" murals and Cann's sparkling drag queen billboards in L.A.

Last year, David Madrid celebrated Pride, after that city's outdoor festivities were canceled, by transforming BK delivery bikes into miniature parade floats.


Agency: DAVID SP
Campaign: #BKParade
Client: Burger King Brazil
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
Creative Director: Fabrício Pretto, Rogério Chaves
Creatives: Guto Merino, Luana Silva
Account: Carolina Vieira, Rafael Giorgino, Juliana Chediac, Gustavo Cyrillo
Producer: Fernanda Peixoto, Mônica Andrade, Ana Beatriz Duarte
Plannning: Daniela Bombonato, Carolina Silva, Cauê Martins, Giovana Damião, Angel Pinheiro
Media: Marcia Mendonça, Carolina Chadi, Felipe Braga, Renata Oliveira
Innovation: Toni Ferreira
Social Media: Lucas Patrício, Victor Goes
Data Intelligence: Mailson Dutra, Ana Veiga
Client Approval: Ariel Grunkraut, Juliana Cury, Filipe Botton, Stephanie Pellin, Marcela Gil, Vinícius Simon de Freitas

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