If fast food is real food enjoyed by real people, then why are the ads all so damn fake?

To celebrate Burger King Mexico’s campaign for their new no-artificial flavors and colors menu, we flew in the face of typical fast food advertising and lifted up real, everyday Mexicans enjoying Burger King food in the least artificial way imaginable.

We launched with an integrated OOH campaign, going against the category conventions of 70 years of fast food advertising. Shirking the typical portraiture of beautiful models and actors with perfect hair and makeup, we hired a team of photographers who toured the real Mexico for two months to capture locals eating their non-artificial burgers and fries in the most real and honest way possible: in the moment, enjoying the hell out of it, in black and white.

The campaign exalted everyday Mexicans and celebrated them further by hanging the moving OOH portraits in Mexico City’s Photography Archive Museum. The arresting images cut through the artificial advertising already saturating Mexico’s market, leading to 95% brand awareness and 98% positive sentiment.

That, and it swept at Cannes, winning 3 Gold Lions in 2022.