Meat?
Burger King · 2022
5 awards: The One Show · Cannes · London International Awards · El Ojo de Iberoamérica · +1 more
Strategic insight
If consumers can't taste the difference between the plant-based and traditional Whopper, a campaign that makes them unable to see the difference either proves the product's legitimacy through a single, unified sensory claim.
The Format
Print visuals designed as a reveal mechanism: initial illusion of meat gives way to recognition of vegetables. The format itself enacts the product truth—confusion resolving into acceptance—making the medium inseparable from the message.
Craft Notes
Photographer-led visual technique using close framing, lighting, and composition to amplify textural and chromatic similarity between vegetables and meat. Styling choices—surface detail, shadow, color saturation—are load-bearing to the deception mechanism.
