Global campaign, ‘Meat?’ created by David Madrid and shows an enlarged photo of a plant-based meat substitute
Burger King has launched its new campaign that aims to confuse meat lovers with optical illusion.
The global campaign, called “Meat?”, created by David Madrid, features an enlarged photo of a plant-based meat substitute with the slogan, “Sorry for the confusion, meat lovers”.
According to the executive creative director, André Toledo, the agency challenged a food photographer to photograph vegetables in a way that resembled meat. “The idea was to create ads that make people wonder, ‘Wait, is this meat or is this a plant?’” Toledo added, according to AdNews.
“At Burger King, our plant-based products often look, taste and feel like real meat, but many customers are skeptical. We wanted to bring a visually powerful message that makes you reconsider that not everything in life is what it seems,” explained Iwo Zakowski, Burger King’s head of global brand marketing, in a statement.
The campaign takes place in the markets of Germany, Costa Rica, Mexico and Brazil.
Datasheet:
Marca: Burger King
Clients: António Marques, Sabrina Ferretti, Iwo Zakowski, Andrea Beer
Agency: David Madrid
CCO Global: Pancho Cassis
COO Global: Sylvia Panico
Executive Creative Directors: Saulo Rocha, André Toledo
Creative Director: Sébastien Rouvière
Art Director: Camilo Jimenez
Editor: Sébastien Rouvière
Production Director: Alejandro Falduti
Director of Accounts: María Garcia Herranz
Group Account Director: Rafael Giorgino
Strategy Director: Patricia Urgoiti
Photographer: Pal Allan
Food Stylist: Niklas Hansen
Producer: Louise Hall
DOP / BTS: Jakob Engwall
Editor: Cristian Migueliz
