Campaign: Burger King “Invisible Promo’ for World Blindness Day - via Burger King Peru

Objective: Regarding being seen, Burger King Peru devised a different approach for World Color Blindness Day. In September, the fast-food chain launched Invisible Promo, an initiative created by advertising agency MullenLowe SSP3 Peru that was meant to be visible only to those with color vision deficiency. The advertisements, which only those with color blindness could fully make out, came with exclusive discounts, highlighting Burger King's commitment to inclusivity, all under its slogan, “Have it your way.”

Why it works: 

1. Burger King never misses the opportunity to think out of the box with their advertising and this one is genius, as it sets the stage for a graphic-only style billboard at first glance, however to the color-blind, it means something completely different.

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