LANDIA | Burger King “The Naturals vs. The Artificials”


Multi-award-winning global production house LANDIA has partnered with agency We Believers to bring to life a campaign for Burger King.

Directed by LANDIA’s Robert Llauró and Agustín Alberdi, the campaign, entitled “The Naturals vs. The Artificials”, visualizes a surreal take on the brand’s preservative-free Whoppers. The narrative, which is accompanied by a humorous ballad, follows a gang of anthropomorphic natural ingredients (veggies, a burger bun, and a flaming burger patty) literally beating up a frightened crew of artificial additives (Sodium Benzoate, Monosodium Glutamate, Polysorbate 80, EDT Acid, and Calcium Propionate).

The tagline sums it up best: “Sorry for not eliminating them sooner.”

During the beatdown, compositions include dunking in a grease trap, shattering a window, and shooting a flamethrower (all in slow-motion). The costumes were designed and brought to life by Alfonso Likan.

“When we first read the script, we were very excited about the idea. Our main focus was to find the tone to make it cinematic, epic, and with just the right amount of humor”, Llauró explains. “Another fun part of the process was designing the characters. Not only thinking them up, but also testing the materials. It was a great team work with the agency and client and we are very proud of the result.”

Credits: Agency: We Believers

City / Country: New York / USA
Chief Creative Officer: Gustavo Lauria
Executive Creative Director: Patricio Elfi, Joaquin Espagnol
Head of Art: Diego Grandi
Head of Production: Marcia Jaes
Head of Planning: Marco Vega
Head of Client Services: Jose Quijano
Director of Operations: Natalia Gamarra
Brand Director: Nallely Recinas
Project Manager: Caterina Malpica
Creative Coordinator: Rocio Fernandez Sasso

Production Company: LANDIA

Directors: Robert Llauro / Agustín Alberdi
Executive Producer: Thomas Amoedo
Producer: Claudia Del Bosque
DP: Joseph Pardo
2nd Unit DP: César Echeverría
AD: Jerry Garay
Art director: Rocio Gonzalez
Wardrobe: Marina Slobodianik
Stunt Coordinator: Bucio
Special FX: Arvizu
Character Design Organic: Roy García
Character Design Artificial: La Posta / Julio Azamor

Editorial / Post-Production

Editor: Diego Panich
Post-Production & VFX: La Posta
Post-Production Coordinator: Samantha Castro

Music & Music Publisher: Pickle Music

Composer: Alexis Estiz
Sound Design & Mix: Pickle Music
Executive Producer: Alexis Estiz

Client: Burger King

Global Chief Brand Officer: Paloma Azulay
Global Head of Burger King: Iwo Zakowski
Communications Latin America: Bárbara Régis
Head of Marketing Latin America: Alexandre Antonello
Marketing Director Mexico: Guillermo Hermosillo
Communications Manager Mexico: Miguel Ángel Amézquita
Communications Analyst Mexico: Deyra Ciprés Cobos