Demo Film

Digital Proof JPG

Title	THE MOLDY WHOPPER
Brand	BURGER KING
Product/Service	THE WHOPPER
Category	D01. Brand & Communications Design
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

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

Cultural / Context information for the jury

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 outdoor campaign impacted people with strong visuals of the time-lapse process of a molding Whopper. It ran on various sites and digital platforms in several countries.

Tell the jury about the photography. Do not name the photographer.

A challenge to any photographer. Required was only the most beautiful shots of mold, but also finding out how to accomplish it, by lots of trials and errors, how to "grow" mold on the Whopper that was high quality enough for the campaign. It took some time to figure out how to do it and made the team somewhat of "mold experts". Mold grows in individual and mysterious ways depending on lots of factors, so to secure the best shots sometimes the photographer team had to sleep in the studio.