In the beginning of 2014, Burger King decided it was time to shift it's "HAVE IT YOUR WAY" product-centric line towards a more human-centric territory. That's how "BE YOUR WAY" was born. Together with the client, we figured it would be more impactful (and a lot cheaper) to search for one big idea and surf the PR wave this would this would hopefully generate. That's how the PROUD WHOPPER was born. With over 1 billion media impressions, 7 million views, 450,000 blog mentions, thousands of Instagram photos, and wrappers sold on eBay for up to US$ 1025, we can now say it was a smart choice.