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2022 One Show - Print

Even More Confusing Times

Agency DAVID / Madrid + BURGER KING / Miami + Wearesicarios / Madrid

Client Burger King

Category

Craft / Writing

Annual ID

OS22_PT053M

About the Work

The world keeps getting more and more confusing. And so does Burger King’s menu. After introducing a confusingly tasty Whopper without beef, the brand is now rolling out chicken nuggets and chicken sandwiches… without chicken!? To promote these new confusing plant-based chicken products, Burger King launched a witty print campaign poking fun at the confusion of both its products and the times we live in. Confused? Let us explain: The photographs of this campaign portray confused people eating Burger King plant-based chicken Nuggets and Long Chicken sandwiches. The copy of the ads plays out a train of thought from the characters which starts with a confusing realization about life and ends on a puzzled questioning about the taste of the plant-based products they’re eating. The print ads all sign off on: “100% confusing. 0% Chicken.” followed by the name of the product. They all tackle their own specific and ironic topic ranging from parenting to relationships and the pandemic.  

2022 Awards

Total Points: 3

Merit

Credits

Agency

DAVID / Madrid

Client / Brand

Burger King / Miami

Production Company

Wearesicarios / Madrid

Art Director

Pedro Sattin

Chief Creative Officer

Pancho Cassis

Chief Marketing Officer

Paco Recuero

Executive Creative Director

Saulo Rocha
And´ré Toledo

Executive Producer

João Luz

Photographer

Nixon Freire

Account Executive

Sebastian Gancarz

Account Supervisor

Irene León

Associate Creative Director

Pedro Sattin
Ana Martín

Chief Operating Officer

Sylvia Panico

Head of Production

Alejandro Falduti

Retoucher

Ricardo Moreira

Strategy Director

Patricia Urgoiti

Assistant

Renan Moraes

Assitant

Kao Moraes

Global Director of Communications

Andrea Beer

Global Head of Brand Marketing

Iwo Zakowski

Global VP Burger King Marketing

Sabrina Ferretti

Group Account Director

Lucila Mengide

Head of Account

María García Herranz

Marketing & PR

Borja Moya

Music Director

Sebastian Merlín
Alexis Estiz

Operations

Lindin Lima

RBI Chief Brand Officer

Antonio Brandao

Senior Strategist

Marc Escrig

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