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Responses by André Toledo, executive creative director, DAVID Madrid

Background: The Impossible Whopper is one of the most important products at Burger King to date. What makes it different is that while it is made of plants, it tastes just like a Whopper. So, that’s what we had to communicate to the target audience of people between the ages of 20 and 40.

Reasoning: The solution was found in our day-to-day. We’ve all been living in very confusing times. Are we working from home or living at work? All of a sudden, we’ve gotten more used to videocalls than to real live interactions. And The Impossible Whopper has a place between this list of confusing things: There’s no meat, yet it tastes like a Whopper.

Challenges: The script. It was a long process. We had many situations we needed to choose from, and from there, we needed to craft the best scenes for the 90-second film. So, we found the most relevant scenes that we could see ourselves and other people in, and that would continually make us laugh, despite having seen the film a million times.

Favorite details: We were lucky enough to have the amazing Juan Cabral as director. With him and his team from MJZ, we were on top of every single detail in the art, photography, locations and the characters. “Confusing Times” is a film we could watch over and over again.

Specific demands: The casting was key. The film is all about the actors’ reactions, and for them to transmit this confusion that we live in on a daily basis. And, at the same time, as it is a global film, the look had to look diverse and international, which really impacted our search. But, after a long process, we found the characters that best fit with the movie and situations. We are very happy with the result.

Anything new: Craft needs time. This was a project that needed a lot of time for craft. We started writing the scripts last year, and we took a lot of time to find the best insights, and found many different ways to rewrite the lines until we found the most appropriate ones. This was the same with the music and the casting. With our partners from Pickle Music, we listened to thousands of voices until we found the best, and had many brainstorming sessions until we found the perfect tone and the best way to say each line.

davidtheagency.com

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