More than two years ago, Burger King began an ambitious process to deliver products free of artificial ingredients, becoming the first major QSR to achieve a “Clean” menu. A gargantuan task affecting most business aspects, including the review, calibration and discovery of the right suppliers and allies for the brand to have a fundamental shift in their food offering.

Meanwhile in Mexico, advertising is known for showcasing an unrealistic view of everyday life in the 5th largest city in the world. Most local brands, in their casting, locations and even music show an unattainable and unfamiliar world, time and time again. In fact, 49% of Mexicans say they don't feel identified with advertising in Mexico.

To showcase the ambition and effects of Burger King’s clean menu undertaking, we decided Capturing the true soul of the Mexican consumer on the streets of Mexico City, while savoring Burger King products.

Street photography is based on capturing ordinary people, those you may never see in a magazine and never see on television. Just ordinary folks doing everyday things.

And that was what we needed for this Burger King campaign -- “Spontaneity.”

We hired a team of professional street-style photographers to tour the real Mexico for two months, capturing our consumers in a 0% artificial way like the new menu, now without artificial ingredients.

Why? Because it is precisely what you will never see in Mexican advertising.