ADC Awards
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Category
Best of Advertising
Annual ID
ADC_ADV21_001G
About the Work
The last three years Burger King have removed 8,500 tons of artificial preservatives Globally. That’s the equivalent of 38 Statue of Liberty's per year.
To tell the world, and hopefully send an important message also to the fast food industry, Burger King broke the mold with something unpredictable: mold. Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. That’s why we launched the Moldy Whopper, featuring the iconic Whopper rotting through a period of 35 days. A simple and clear message to the industry, showing that our food has no preservatives. It might’ve gone against every convention, but it showed that mold could be a beautiful thing too.
The campaign travelled the globe and was lively talked about in the real world. The discussion landed well on the positive side:
Sales: + 14%
Impressions: 8,4 Billion
Earned Media Value: $ 40 million.
Positive sentiment: +88%
High Quality ingredients perception: +26%
Visitation consideration: + 22%
To tell the world, and hopefully send an important message also to the fast food industry, Burger King broke the mold with something unpredictable: mold. Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. That’s why we launched the Moldy Whopper, featuring the iconic Whopper rotting through a period of 35 days. A simple and clear message to the industry, showing that our food has no preservatives. It might’ve gone against every convention, but it showed that mold could be a beautiful thing too.
The campaign travelled the globe and was lively talked about in the real world. The discussion landed well on the positive side:
Sales: + 14%
Impressions: 8,4 Billion
Earned Media Value: $ 40 million.
Positive sentiment: +88%
High Quality ingredients perception: +26%
Visitation consideration: + 22%
2021 Awards
Total Points: 90
Best of Discipline Cube
Credits
Agency
INGO / Stockholm
DAVID / Miami
Publicis
Chief Creative Officer
Eduardo Marques
Pancho Cassis
Jorg Riommi
Composer
Stephan Moritz
Maria Moritz
Copywriter
Magnus Ivansson
Pablo Murube
Director of Photography
Viktor Kumlin
Executive Creative Director
Bjorn Stahl
Pablo Dachefsky
Executive Producer
Carlos Torres
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Photographer
Pål Allan
Producer
Jenny Steggo
Lena Von der Burg
Sound Designer
Quint Starkie
Global CCO
Bruno Bertelli
Account Director
Rickard Allstrin
Account Manager
Mia Melani
Co-Founder
Ryan Schinman
Final Art
Åsa Eklund
Alexander Lundvall
Food Stylist
Anna Lindblad
Grade
Jean-Claude Soret
Graffrer
Kalle Dahlberg
Group Account Director
Stefane Rosa
Music, Director
Danny Simon
Online
Erik Lindahl
Photo Assistant
Erik Ögnelooh
Planner
Simon Stefansson
Producer & Director
Markus Ahlm
Tech Director
Stefan Kindgren
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