The No Gimmicks campaign by WOWBURGER was a creative effort that rebranded existing products with comical new names. Its purpose was to shed light on the prevalence of gimmicks used by companies as a substitute for genuine support for LGBTQ+ causes around the time of Pride.

Eye-catching posters were a core element of the campaign, drawing people in with the allure of fake products before unveiling the true message. When the ruse was revealed, viewers were encouraged to donate to Belong To, a charity dedicated to supporting Irish LGBTQ+ youth. Importantly, WOWBURGER pledged to match every public donation.

Furthermore, the campaign extended into WOWBURGER's physical locations, where various in-store collateral was designed to infuse the spirit of Pride. This included uniforms and pronoun badges for staff, tray paper, flags, table tents and more.