THE MOLDY WHOPPER

Grand Prix

Demo Film

Digital Proof JPG

TitleTHE MOLDY WHOPPER
BrandBURGER KING
Category D01. Brand & Communications Design
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

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.