What do you think of when you think about fast food?
It’s probably burgers with meat, isn’t it? We wanted to change that.
For this we created a campaign that revolved around a simple question at Burger King: „Standard or with Meat?” Rather than presenting Burger King's new plant based products as an alternative, we made them the standard and started a national debate about how we should actually be eating these days.
Plant based becomes standard
We documented the reactions to our campaign's ordering phrase, which became the star of our online film and the topic of conversation. These reactions allowed both the media and viewers to connect with or challenge our message. Designed to be controversial, our approach proved effective as it generated mixed responses - some media outlets were critical, while others were enthusiastic.
Scope of work
Executive Creative Director
Senior Art Director