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Non artificial Mexico
Agency We Believers / New York + Pickle Music / New York + America Filmworks / Bross al cuadrado + Da Ocho
Category
Craft / Photography
Annual ID
OS23_DE016G
About the Work
More than two years ago, Burger King began an ambitious process to deliver products free of artificial ingredients, becoming the first major QSR to achieve a “Clean” menu. A gargantuan task affecting most business aspects, including the review, calibration and discovery of the right suppliers and allies for the brand to have a fundamental shift in their food offering. We were task with making this clean menu culturally relevant in Mexico.
Meanwhile in Mexico, advertising is known for showcasing an unrealistic view of everyday life in the 5th largest city in the world. Most local brands, in their casting, locations and even music, show an unattainable and unfamiliar world, time and time again. In fact, 49% of Mexicans say they don't feel identified with advertising in Mexico.
To showcase the ambition and effects of Burger King’s clean menu undertaking, we decided to capture the true soul of the Mexican consumer on the streets of Mexico City, while savoring Burger King products.
Street photography is based on capturing ordinary people, those you may never see in a magazine and never see on television. Just ordinary folks doing everyday things.
And that was what we needed for this Burger King campaign -- “Spontaneity.”
We hired a team of professional street-style photographers to tour the real Mexico for two months, capturing our consumers in a 0% artificial way like the new menu, now without artificial ingredients.
Why? Because it is precisely what you will never see in Mexican advertising.
This initiative evolved to something bigger than an advertising campaign. It became a museum exhibition where Mexicans could appreciate a photographic artistic portrayed of their everyday lives, of course with a BK product always present.
Meanwhile in Mexico, advertising is known for showcasing an unrealistic view of everyday life in the 5th largest city in the world. Most local brands, in their casting, locations and even music, show an unattainable and unfamiliar world, time and time again. In fact, 49% of Mexicans say they don't feel identified with advertising in Mexico.
To showcase the ambition and effects of Burger King’s clean menu undertaking, we decided to capture the true soul of the Mexican consumer on the streets of Mexico City, while savoring Burger King products.
Street photography is based on capturing ordinary people, those you may never see in a magazine and never see on television. Just ordinary folks doing everyday things.
And that was what we needed for this Burger King campaign -- “Spontaneity.”
We hired a team of professional street-style photographers to tour the real Mexico for two months, capturing our consumers in a 0% artificial way like the new menu, now without artificial ingredients.
Why? Because it is precisely what you will never see in Mexican advertising.
This initiative evolved to something bigger than an advertising campaign. It became a museum exhibition where Mexicans could appreciate a photographic artistic portrayed of their everyday lives, of course with a BK product always present.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
We Believers / New York
Production Company
America Filmworks / Bross al cuadrado
Music / Sound Production Company
Pickle Music / New York
Post Production Company
Da Ocho
Art Director
Jon Kubik
Copywriter
Jared Elms
Chief Creative Officer
Gustavo Lauria
Director
Marcelo Paez
Director of Photography
Carlos Alvarez
Executive Creative Director
Patricio Elfi
Executive Producer
Enrique Ramirez
Gabriela Resendiz
Photographer
Frederick Trovaten
Marcelo Paez
Sebastian Cantillo
Account Director
Nallely Recinas
Account Executive
Caterina Malpica
Head of Production
Marcia Jaes
Brand Innovation Director PLK
Guillermo Hermosillo Cue
Color Correction
Jorge Russo
Communications Analyst
Amanda Varela
Communications Manager
Miguel Ángel Amezquita
Creative Coordinator
Rocio Fernandez Sasso
Director of Operations
Natalia Gamarra
Editor offline
Alejo Santos
Head of Client Services
Jose Quijano
Head of Marketing LAC
Brian Kleiman
Head of Planning
Marco Vega
Marketing Director Mexico
Oscar Alcantara
Original Music/ Composers
Alexis Estiz
Dario Calequi
Senior Brand Marketing Director
Iwo Zakowski
Senior Communications Manager LAC
Barbara Regis
Vice President Brand Marketing PLK
Alexandre Antonello
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