The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Best of Show

Moldy Whopper

Agency INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami

Client Burger King
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Annual ID

OS_IG20_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 Statues of Liberty 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 is 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 was executed in multiple platforms such as Film, OOH, Print and digital. It traveled 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%