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.

Every fast food brand showcases their burgers the same way: juicy, beautiful, and over-produced photographs. As a result, it can be hard to believe that the food in those photos are real. With this as background 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.

A challenge to any film maker. 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 film team had to sleep in the studio.