THE MOLDY WHOPPER

Silver Eurobest Award
TitleTHE MOLDY WHOPPER
BrandBURGER KING
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Product/ServiceTHE WHOPPER
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
Idea Creation 2 DAVID Miami, USA
Idea Creation 3 PUBLICIS ROMANIA Bucharest, ROMANIA
Production INGO Stockholm, SWEDEN
Production 2 DAVID Miami, USA
Additional Company COLONY Stockholm, SWEDEN
Credits
Name Company Position
Björn Ståhl INGO Stockholm ECD
Max Hultberg INGO Stockholm Senior Art Director
Magnus Ivansson INGO Stockholm Senior Copywriter
Rickard Allsterin INGO Stockholm Account Director
Simon Stefansson INGO Stockholm Head of Strategy
Mia Melani INGO Stockholm Account Executive
Åsa Eklund INGO Stockholm Graphic Designer
Alexander Lundvall INGO Stockholm Graphic Designer
Stefan Kindgren INGO Stockholm Technical Director
Pancho Cassis David Miami Global CCO
Fernando Pelizzaro David Miami Group Creative Director
Jean Zamprogno David Miami Group Creative Director
Stefane Rosa David Maimi Group account Director
Camilo Jimenez David Miami Senior Art Director
Carlos Torres David Miami Producer
Sergio Takhata David Miami Art Director
Bruno Bertelli Publicis Global CCO
Jorg Riommi Publicis CCO
Eduardo Marques Publicis CCO
ivan Montebello Publicis Art Director
Pablo Dachefsky Publicis Executive Design Director
Pablo Murube Publicis Copywriter
Pål Allan Fotograf Pål Allan AB Photographer
Erik Ögnelooh Fotograf Pål Allan AB Photo Assistant
Markus Ahlm Colony Executive Producer/director
Quint Starkie Colony Sound designer
Erik Lindahl Colony Online
Jenny Steggo Colony Art Buyer
Stephan Moritz Mokoh Music Music director
Jean Claude Soret MPC London Head of Greading

Write a short summary of what happens in the film

The food industry, particularly fast food is full of additives and it's widely talked about. But people around the world are demanding clean food. The last 3 years Burger King have removed 8,500 tons of artificial preservatives Globally. To send an important message, also to the fast food industry, Burger King showed its iconic Whopper molding for up to 35 days. Campaign traveled the globe and was lively talked about in the real world. The discussion landed well on the positive side: Sales: + 14% Impressions: 8,4 Billion Earned Media Value: $ 40 million. Positive sentiment: +88% High Quality ingredients perception: +26% Visitation consideration: + 22% The Film impacted people with strong visuals of the time-lapse process of a molding Whopper. The 45 sec film was aired on national TV and on Cinemas, and on digital platforms in several countries.

Cultural / Context information for the jury

Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. With this as background Burger King broke the mold with something unpredictable: mold. It might’ve gone against every convention, but it showed that mold could be a beautiful thing too.