In early 2021, sales of the Impossible Whopper, a plant-based Whopper that tastes exactly like a Whopper, were declining…rapidly. Maybe it was a result or people eating a bit more indulgently during the pandemic. Or, maybe, it was because people didn’t believe a plant-based product from Burger King could be tasty. Either way, we had to increase sales or the product would be de-listed.

Working with DAVID MIAMI, we highlighted the confused state of the world in a series of darkly humorous vignettes which all ended with the optimistic reminder that this was the perfect time to try Burger King’s most confusing sandwich.

To confirm our tone was consistent with the zeitgeist, we first tested the campaign as audio ads on Spotify before shooting an ad and expanding the campaign to broad reach video channels.

Recognition: 2021 Cannes Lions - 1 Gold Lion & 2 Silver Lions, 2021 D&AD Awards - Graphite Pencil & Wood Pencil, 2021 One Show - Gold Pencil, 2022 Clio Awards - Bronze Clio

Press: “Burger King’s ‘confusing times’ radio campaign evolves into a confusion-filled spot” via AdAge, “Life After Lockdown Is Odd, Burger King Says, So You Might as Well Eat a Meatless Whopper” via Ad Week