The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Moving Image Craft & Production

Even More Confusing Times

Agency DAVID / Madrid + Burger King / Madrid + Pickle Music / Madrid + Blur / Madrid

Client Burger King


Writing / Single

Annual ID


About the Work

Parenting, relationships, the environment, phones… our world is going through lots of changes and things are getting more and more confusing these days. Which makes it the perfect time to promote Burger King’s latest confusing innovation: plant-based nuggets.​​ Chicken nuggets that got no chicken… but taste like chicken… We focused on some of the most relatable topics and insights for our plant-based target and used them to craft a campaign and show our consumers just how positively confusing the taste of our plant-based nuggets is. After introducing a confusingly tasty Whopper without beef, Burger King wanted to promote newly confusing additions to its menu: plant-based chicken nuggets and sandwiches… without chicken. To do so, we launched “Even More Confusing Times”, a campaign that aired on TV, radio, print, outdoor and in-store media and tapped into the world’s increasing confusion to promote the confusingly tasty flavor of Burger King’s new plant-based chicken products. The outdoor executions of the campaign, which were widely shared and discussed on social media and trade press, focused on some of the most relatable topics and insights for our plant-based target (parenting, the environment and technology) and portrayed photographs of confused consumers along with a copy playing out their confusing trains of thought.

2023 Awards

Total Points: 45



DAVID / Madrid

Client / Brand

Burger King / Madrid

Production Company

Blur / Madrid

Music / Sound Production Company

Pickle Music / Madrid



Director of Photography

Octavio Arias


Rocío Pérez

Executive Creative Director

André Toledo
Saulo Rocha


Nixon Freire


Aldo Guenter

Account Supervisor

Irene León

Associate Creative Director

Pedro Sattin
Ana Martín

Casting Director

Patricia Gayo

Global Chief Creative Officer

Pancho Cassis


Edward Robinson
Miguel Angel Jenner
Nuno Barbosa


Ricardo Moreira


Ahida Aguirre


Luis Fernando Machi


Adrian Galdeano

account director

Lucila Mengide

Account executive

Sebastian Gancarz

Art Assistant

Carlota Wilmshirst


Renan Moraes
Kao Moraes

Camera Assistant

Polo Villaseñor


Marc Morato

Global Chief Operating Officer

Sylvia Panico

Hair & Makeup

Sara Herraiz

Head of Account

María García Herranz

Head Of Production

Alejandro Falduti

Head of strategy

Patricia Urgoiti

Home Economist

Oscar Sanz Cabrera

Location Manager

Daniel Escribano

Music director

Sebastian Merlín
Alexis Estiz


Lindin Lima


Daniel Sanchez-Herrera

Post-production Manager

Marisa Mesonero

Production Assistant

Andrea Golo

Production coordinator

Celia Prieto

Production manager

Miguel Aguirre

Strategic planner

Marc Escrig

Related Awards





Follow Us