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.
Category
Writing / Single
Annual ID
OS23_MI003G
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
Gold Pencil
Credits
Agency
DAVID / Madrid
Client / Brand
Burger King / Madrid
Production Company
Blur / Madrid
Music / Sound Production Company
Pickle Music / Madrid
Art Director
Pedro Sattin
Ilduara Lamas
Copywriter
Sébastien Rouvière
David Krueger
Creative Director
Sébastien Rouvière
Fred Bosch
David Krueger
Director
Biceps
Director of Photography
Octavio Arias
Editor
Rocío Pérez
Executive Creative Director
André Toledo
Saulo Rocha
Executive Producer
João Luz
Olivia López
Mario Forniés
Sete de Ledo
Photographer
Nixon Freire
Producer
Aldo Guenter
Account Supervisor
Irene León
Associate Creative Director
Pedro Sattin
Ana Martín
Casting Director
Patricia Gayo
Global Chief Creative Officer
Pancho Cassis
Performer
Edward Robinson
Miguel Angel Jenner
Nuno Barbosa
Retoucher
Ricardo Moreira
Stylist
Ahida Aguirre
1ST AD
Luis Fernando Machi
2ND AD
Adrian Galdeano
account director
Lucila Mengide
Account executive
Sebastian Gancarz
Art Assistant
Carlota Wilmshirst
Assistant
Renan Moraes
Kao Moraes
Camera Assistant
Polo Villaseñor
Colourist
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
Operations
Lindin Lima
Post-Production
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
