A historic achievement for the school and for the Peruvian advertising medium This is what The Wheppor achieved, a campaign carried out by Peruvians Gerson Irazabal, Miguel Estela, Lucero Soria and Camila Canova, who represented the prestigious advertising school: Brother ad School Lima, obtaining the only gold award in the New York Festivals Advertising Awards 2022.
“It has been a wonderful challenge, we were able to give a different approach to a difficulty that has always been part of society, but at the same time it is ignored by everyone, since we heard the news they have not stopped raining good comments but beyond the results of the campaign, we are glad to have coincided with a group of great professionals with whom we will continue working to bring to life those ideas that seek to improve the society in which we live through advertising”commented” Miguel Estela, Creative Director of Art.
October 8 is the International Day of Dyslexia, a learning disorder that hinders the oral capacity, reading comprehension and motor coordination of 10% of the entire world population. Condition that complicates different passages of life of those who suffer from it, in a latest study it was shown that 52% of dyslexics have been rejected when seeking employment.
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“The whole process was a great learning. For example, we met a person who we initially contacted to be part of the project and ended up getting involved and connecting with the idea much more because he told us that he is dyslexic, which greatly contributed to the idea and to knowing that we were on the way. Right” commented Camila Canova, Strategist Planner.
Although dyslexia seems like a problem, it also has many positive things, such as, for example, it helps to reinforce creativity by generating a different point of view from that of other people. And Burger King is very clear about it, that’s why for the first time in its history, it decided to change the name of its most famous burger The Whopper, to create The Wheppor, a burger as a dyslexic would see it. A small but powerful change that aims to raise awareness around the world and, at the same time, change the hiring culture in the company to include all dyslexics in its ranks.
“It happens that good ideas are felt from the stomach, that happened to us with Wheppor. We knew that we had a beautiful project and that it checked many of the things that we as a team believe in. An idea with personality that projects a great change in society”, commented Gerson Irazabal, Creative Copywriter.
Behind The Wheppor
The campaign, in addition to carrying out branding work, proposes a change in the hiring culture of all Burger King, intervening all the brand’s points of contact, to achieve a change in everyone’s mind. In addition, it calls on all the most famous fast food brands in the world to join the initiative and thus cross borders. Achieving not only Gold in Art Direction, but also being finalists in the Positive World Impact category.
“We know that what is to come will be hard and our goal is to continue making an effort. When there is desire and passion to do great things, you are sure that you are in the right place. It is important to have ideas with mileage and we believe that the Wheppor is the beginning of everything we have in mind, so do not hesitate, you will continue to hear more about us ” specified Lucero Soria, Creative Art Director.
In addition to the entire team, we also have to mention the great collaboration of Araliz Medina and Francis Bartra as Motion Graphics Designers and Lucy Obregón, who gave voice and personality to the idea. This would not have been possible without all of her dedication.
