The Moldy Whopper
- Brand:
- Burger King
- Agency:
- Ingo Stockholm/david Miami/publicis Bucharest
2020FilmVideo · Vimeo
Timeless principle
Make the apparent product flaw the proof of improvement.
The idea
Show a Whopper decaying over time to prove the removal of artificial preservatives.
Why it works
Fast food normally hides age, mess and imperfection; Burger King puts all three in close-up. The unpleasant image is credible precisely because it costs the brand something aesthetically. Decay becomes a blunt, unforgettable ingredient claim.
