Moldy Whopper
The food industry, particularly fast food, is full of additives. But over the last three years Burger King has removed 8,500 tons of artificial preservatives globally. To send an important message, it launched The Moldy Whopper, showing its iconic Whopper molding for up to 35 days. 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.
- PRIntegrated Campaign
- Press & OutdoorPress Advertising Campaigns
- Press & OutdoorPoster Advertising Campaigns
- PRMulti-Market Campaign
- Art DirectionArt Direction for Outdoor Advertising
- MediaUse of Film
- IntegratedEarned Media/Large Business (over 500 employees)
- Film AdvertisingSocial Commercials over 30 seconds
- Art DirectionArt Direction for Press Advertising
- Art DirectionArt Direction for Film Advertising
Country
- United States
Client
- Burger King
Chief Creative Officer
- Eduardo Marques
- Jorg Riommi
Producer
- Alexander Lundvall
- Jean -Claude Soret
- Åsa Eklund
- Lena Van der Burg
Executive Creative Director
- Björn Ståhl
Art Director
- Max Hultberg
- Ivan Montebello
- Sergio Takahata
Copywriter
- Pablo Murube
- Magnus Ivansson
Planner
- Simon Stefansson
Account Director
- Rickard Allstrin
Account Manager
- Mia Melani
Technology Director
- Stefan Kindgren
Global Chief Creative Officer
- Bruno Bertelli
- Pancho Cassis
Group Creative Director
- Jean Zamprogno
- Fernando Pellizzaro
Senior Art Director
- Camilo Jimenez
Group Account Director
- Stefane Rosa
Executive Producer
- Carlos Torres
Executive Design Director
- Pablo Dachefsky
Photographer
- Pål Allan
Food Stylist
- Anna Lindblad
Director of Photography
- Viktor Kumlin
Director
- Markus Ahlm
Sound Design
- Quint Starkie
Music & Sound
- Mokoh Music
Production Company
- Colony
Advertising Agency
- Publicis Bucharest
- INGO Stockholm
- DAVID Miami
The food industry, particularly fast food, is full of additives. But over the last three years Burger King has removed 8,500 tons of artificial preservatives globally. To send an important message, it launched The Moldy Whopper, showing its iconic Whopper molding for up to 35 days. 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.
Comment from D&AD Community
It’s a brave thing to tamper with the product, to show how it would look at its worst, but this campaign showed that bravery pays. Not only did this totally pull the rug from under Burger King’s competition and land the ‘no preservatives’ message, it was a work of art and the talk of the earned media town all over the world. My only regret is that I wasn’t in the room when the idea was pitched to the client.
— Ali Gee, Deputy CEO & Senior Partner, FleishmanHillard FishburnBurger King's Moldy Whopper caused lots of discussions, with a full spectrum of opinions. I fully support the bravery of it.
— John McKelvey, Founder & Chief Creative officer, Mirimar Creative GroupMoldy Whopper is a true showstopper. It just sat there effortlessly, even smugly, with an edge on the competition. A beautifully simple idea and yet so brave and gutsy. No borrowed interest, no frills, no extended narrative, no need for talent endorsement, just a product message executed to perfection.
— Paola Nicolaides, Senior Director, BCW LondonIt’s a disgustingly fabulous middle finger to their biggest competitor flying in the face of every rule of food advertising. It’s hard not to take notice.
— Peter Hibberd, Executive Creative Director, Ogilvy Jakarta
