Burger King resorted to drastic means to explain the issue of net neutrality. For just one day, the length of time customers had to wait for a Whopper shot up on the “Making burgers per second” priority scale, slowing down “access” – and dramatically pushing up the price – for the average customer. Pay-off: “The internet should be like the Whopper: the same for everyone.”

Lulo Calio: “The tone Burger King developed in their communication is remarkable. With humor, a little bit of sarcasm, and a very clear point of view about the world, a fast food brand manages to open the eyes of its consumers and to develop their context awareness. What it makes me wonder all the time is: Do they just sell hamburgers or do they have other purpose? I think the brand must have another purpose despite selling their product, these two things being connected.”