White Square | Белый Квадрат



As good as the original

Advertised product

Plant-based range


'As Good As The Original', a creative concept that created an unprecedented statement in the category: the new plant-based range tastes, looks, and feels exactly the same as the original meat-based products. Through a playful mockumentary-style film, we introduced the story of Cristiano Ronaldo's doppelgänger, a naïve but overconfident man who really believes he is as good as his famous lookalike. As the story unfolds, we notice that his reality does not match his perception of himself - building a narrative that reveals our concept: 'Some things just aren't as good as the original, Burger King's new Plant-Based Whopper is', creating a fun and unexpected comparison between our character and the product, reinforcing that the new Plant-Based Whopper is as good as the original.