To launch Burger King Mexico’s no-artificial menu, we flipped 70 years of fast food advertising on its head. Instead of polished models and perfect food shots, we sent a team of editorial photographers across Mexico for two months to capture locals eating their non-artificial burgers and fries in the most real and honest moments possible.

The OOH campaign celebrated everyday Mexicans as the face of the brand, with portraits so striking they were exhibited in Mexico City’s Photography Archive Museum.

The campaign 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.