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.

2022 One Show - Print


Agency DAVID / Madrid + LundLund / Stockholm

Client Burger King


Craft / Photography

Annual ID


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



DAVID / Madrid

Production Company

LundLund / Stockholm

Art Director

Camilo Jiménez

Chief Creative Officer

Pancho Cassis

Creative Director

Sébastien Rouvière

Director of Photography

Jakob Engwall

Executive Creative Director

And´ré Toledo
Saulo Rocha

Executive Producer

Alejandro Falduti


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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