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.
Category
Best of Show
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%
2020 Awards
Total Points: 75
Best of Show Pencil
Credits
Agency
INGO / Stockholm
DAVID / Miami
Publicis / Bucharest
Mayflower / New York
Client / Brand
Burger King / Miami
Production Company
Colony / Stockholm
Music / Sound Production Company
Mokoh Music / Berlin
Chief Creative Officer
Pancho Cassis
Bruno Bertelli
Eduardo Marques
Jorg Riommi
Composer
Stephan Moritz
Director
Markus Ahlm
Executive Creative Director
Bjorn Stahl
Pablo Dachefsky
Executive Producer
Carlos Torres
Ryan Schinman
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Music Supervisor
Maria Moritz
Danny Simon
Photographer
Pål A Allan
Erik Ögnelooh
Sound Designer
Erik Lindahl
Quint Starkie
Strategist
Simon Stefansson
Writer
Magnus Ivansson
Pablo Murube
Creative Team
Åsa Eklund
Alexander Lundvall
Stefan Kindgren
Anna Lindblad
Viktor Kumlin
Kalle Dahlberg
Jean-Claude Soret
Account Team
Rickard Allstrin
Mia Melani
Stefane Rosa
Related Awards
