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. Burger King decided to create 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. The brand decided to honor this type of baldness in the best possible way—the "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.