A study in mindfulness courtesy of Burger King. A reenactment of a bullying scene involving high school students in one of the chain’s restaurants, this time with actors. As the scene unfolds, the outlet is serving “bullied” burgers that have been smashed and crushed by the Burger King staff. And it is the “bullied” Whoppers that customers complain and worry about far more – 90 per cent to 12 per cent – than they do the defenseless bullied teenagers sitting so close to them.

Diego Livachoff: “It is a very simple comparison but at the same time very effective. It is not foolish that you get angry if your Whooper is bullied, but it makes no sense if you don’t care and do nothing when you see a boy being bullied. It happens every day at school. That’s the message that remains.”