The One Show
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Category
Craft / Photography
Annual ID
OS22_PT022B
About the Work
Many people can’t tell the difference between the Whopper and the Plant-Based Whopper from Burger King. So, we wondered… can they even tell the difference between plant and meat? To find out, we worked with a photographer to shoot vegetables and play with the visual similarities between meat and plants.
The result? A series of visuals that look as confusingly meaty as the taste of Burger King’s Plant-Based Whopper.
At first glance, the ads trick consumers into thinking they are looking at real meat. On further observation, one realizes that the images are actually photos of red pepper, beetroot and radicchio.
The campaign was rolled out in markets including Germany, Brazil, Mexico and Costa Rica among other.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
DAVID / Madrid
Production Company
LundLund / Stockholm
Art Director
Camilo Jiménez
Copywriter
Sébastien Rouvière
Chief Creative Officer
Pancho Cassis
Creative Director
Sébastien Rouvière
Director of Photography
Jakob Engwall
Editor
Cristian Migueliz
Executive Creative Director
And´ré Toledo
Saulo Rocha
Executive Producer
Alejandro Falduti
Photographer
Pål Allan
Chief Operating Officer
Sylvia Panico
Strategy Director
Patricia Urgoiti
Food Stylist
Nicklas Hansen
Global Director of Communications
Andrea Beer
Global Head of Brand Marketing
Iwo Zakowski
Global VP Burger King Marketing
Sabrina Ferretti
Group Account Director
Rafael Georgino
Head of Account
María García Herranz
RBI Chief Brand Officer
Antonio Brandao
VP Marketing Burger King Brasil
Ariel Grunkraut
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