Les Papillons

Agency: Buzzman


After #Anti2010 and the Notifications activation, BURGER KING® is continuing to take a stand for the 3rd year in a row. To mark the national day against school bullying, BURGER KING® has partnered with the charity Les Papillons to launch a brand new awareness campaign designed by Buzzman.

In France, 1 in 10 children are a victim of bullying. That’s a huge number; one that everyone should be aware of to grasp just how bad the situation is.

To make sure the largest audience gets the message, BURGER KING® has decided to use its brand, its restaurants and its social networks to launch an awareness-raising campaign.

And it all began on 8 November, the day before anti-bullying day, when a letter in the BURGER KING® logo strangely turned gray on all its social networks.

Yesterday, a letter was appear in gray on some of its restaurant windows. Inside the restaurants, for every 10 tables, every 10 self-checkout machines, every 10 crowns, every ten bags, 1 turned gray.

All of this has probably jumped out at you. We did it to show you that you may be missing something. 1 gray object in 10 is noticeable. 1 child in 10 who is a victim of bullying, much less so.

In addition to this awareness-raising campaign, BURGER KING® is once again making a commitment to the charity Les Papillons, which fights against the bullying of children all year round, by donating all profits from the King Junior menus sold on 9 November 2023 (national day against bullying at school).

You too can support Les Papillons by visiting

An awareness campaign visible in BURGER KING® restaurants and on its social networks from 8 to 9 November.

This professional campaign titled 'Les Papillons' was published in France in November, 2023. It was created for the brand: BURGER KING® France, by ad agency: Buzzman. This Experiential and Integrated media campaign is related to the Food and Public Interest industries and contains 4 media assets. It was submitted 3 months ago.




President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Patrice Lucet & David Derouet
Art Directors Thibault Picot & Yvonnick Le Bruchec
Copywriters Thibault Picot & Yvonnick Le Bruchec
Associate Director Loïc Coelho
Account Director Fany Maupou
Account Manager Agathe Coquillon
Head of Social Media Pierre Guengant
Social Media Consultant Félix Brunot
Social Media Consultant Elisabeth Royo
Head of PR & Communication Paul Renaudineau
PR & Communication Manager Marie Smid
PR & Communication Assistants Inès Pereira & Alizée Bedu
Head of Production Vanessa Barbel
Production Saveria Besset

Director Raphael Vandenbussche
Production Director Constance Pentier
Set Designer Thomas Dumontet
Post-Production Paume


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