Brazil has diverse types of baldness, a topic that sparks much discussion on social media: the little pool bald, the hairy bald, and the long forehead. Now Burger King® pays a tribute to a specific type of baldness: The Bald Thru. With entry on one side, passage through the back, and exit on the other. In other words, it is the perfect ambassador to promote BK Drive. The fast-food restaurant chain decided to honor it in the best possible way by launching "The Bald Thru" campaign, where everyone presenting this type of baldness at BK Drive® receives a free Whopper. In addition to distributing Whoppers for Bald Thru individuals, the campaign includes a film created by DAVID São Paulo, showing that anyone with drive-thru-style baldness, natural or not, will be rewarded with a free Whopper. The spot covers all the details, including the concept of “The Bald Thru” and how to participate. The campaign also features social media platforms like META, X (Twitter), and TikTok. The reward is available exclusively for those who order through the drive-thru at participating store locations. "In just a few days of the campaign, hundreds of sandwiches were distributed, and the action became the most talked-about on social media, a real success," says Rogério Chaves. "The campaign upholds the lighthearted tone synonymous with the brand's other successful campaigns in Brazil, demonstrating cheerfully and amusingly that BK embraces everyone with open arms,” adds Fabrício Pretto. Both are ECDs at DAVID São Paulo. In the first five days of the campaign, it has become the most significant topic on social media and in the press in Brazil. During this period, half a million bald individuals visited BK restaurants across the country, creating over 22 thousand videos and posts on major social media platforms.