The witty campaign Confusing Times was released by Burger King last summer to promote its Plant-Based Meat menu additions with the creative receiving much acclaim, winning several awards at Cannes Lions. Its follow-up campaign 'More Confusing Times' is also performing strongly at the awards this year - will there be a completion to the trilogy next year?

While attending Cannes Lions, three of those who steer the campaign to success: Iwo Zakowski, head of global brand marketing at Burger King, Pancho Cassis, global CCO and partner of David and André Toledo, chief creative officer for David New York talk about the development process behind the work and what it takes to develop a campaign idea for the brand.

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