Thanks to Covid-19, Madrid won't have a Pride Parade for the first time since 1978. This is a big deal: MADO, or Madrid Pride, is the largest series of Pride celebrations in Europe; last year's events united over 2 million people.
And while the fun moved online, there are only so many Zoom parties you can take before you start seriously questioning the nature of your reality.
Thankfully, there's Burger King … ?
Alongside its partner in crime, David Madrid, the brand launched "Pride Riders," which cleverly tied parade magic to delivery bikes. In cities that can still hold a parade, delivery bikes joined them. And in Madrid, which could not, the bikes themselves were converted into miniature floats.
Madrileñas and leños, want your Pride Parade? Order out for BK.
"Burger King Spain wanted to contribute, as much as possible, to generating awareness and visibility for the LGBTQIA+ community," says BK Spain's brand manager, Yvette Altet. "This initiative, adapted to current circumstances, is to compensate for the lack of parades, and to continue being close to our clients in these difficult times."
The tagline for the effort is, "The pride is on you. The parade is on us." Over 415 delivery bikes were transformed. The campaign lasted from July 1-5.
Campaign: BK Pride Riders
Client: Burger King
Client contact: Bianca Shen, Yvette Altet, Borja Moya, María Lafuente
Agency: DAVID Madrid
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: Fred Bosch, Álvaro Palma
Copywriter: Miguel Ángel Gómez
Art Director: Mariana Valderrama
Account Director: María García Herranz
Account Supervisor: Adriana González Cid, Irene León
Account Executive: Lucía Urbieta
Strategy Manager: Patricia Urgoiti
Planner: Mireia Salvado
Head of Social Media: Alex Sánchez
Community Manager: Saúl Valenciano
Agency Producer: Diego Basualdo, Sebas Arce
Production House: FAR-Media
Director: Luis Álvarez
Executive Producer: Amalia Cano, Fernando García Patos
Media Agency: Wavemaker
PR Agency: Omnicom PR