When it comes to being seen, MullenLowe SSP3 Peru and Burger King Peru cooked up a different approach for World Color Blindness Day. In September, the fast-food chain launched Invisible Promo, an initiative created with SSP3 that was meant to only be visible for those with color vision deficiency, a condition which effects 1.5 million+ people in Peru.

The advertisements, which only those with color blindness could fully make out, came with exclusive discounts, highlighting Burger King’s commitment to inclusivity, all under its slogan “Have it your way.”

For the most part, customers were confused, and rightfully so. The visuals leaned into the idea that people with color blindness are much more sensitive to contrasts than those with regular vision. These distinctive ads appeared on outdoor billboards, digital screens, and social media, reaching customers nationwide.

Esteban Ahadi Sosa, marketing leader at Burger King Peru, noted that the initiative aimed to make everyone feel proud of their unique vision. The brand wanted not just to sell burgers, but also to celebrate what makes each of their customers different. That even when you see the world differently, there’s something special in that perspective.