The One Show
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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
Copywriter
David Krueger
Sébastien Rouvière
Chief Creative Officer
Pancho Cassis
Chief Marketing Officer
Paco Recuero
Creative Director
Fred Bosch
David Krueger
Sébastien Rouvière
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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