Issue #024

Laura Galdi


Welcome to your weekly dose of TOO x TOO – Featuring Burger King's 'The Moldy Whopper', Fest Mini Cinema in Amsterdam, a new Sephora Campaign and the Guardian Weekly post-brexit campaign.

Burger King leaves a bad taste  

Have you ever seen how appetising a Whopper burger looks like after 34 days from its preparation? 

…Very green and furry.  

Burger King chose such a scene for their campaign to signal the time when the international fast-food chain has removed artificial preservatives from its whoppers in most European countries.  

The campaign has received mixed reviews, with some saying that the headline grabbing nature leaves a bad taste in the mouth.  

Make yourself at home with FEST 

Picture the scene. You have committed to a new sofa for your home. But what if, after you buy that new sofa, you realise that in the end, it wasn’t as comfortable as it felt in the shop?  

No problem. The furniture retail industry is setting new standards to avoid such an issue, and it is led by the Dutch, FEST Amsterdam. FEST, in fact, transformed the basement of their Amsterdam showroom into a Mini Cinema.

Here, you’ll be able to try two different sofas while watching a 45min or 90min movie or series, during which you’ll be served snacks too. To book your slot, you just have to visit FEST website, check their calendar, and enter your details.  

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The Unlimited Power of Beauty 

The latest Sephora campaign aims to celebrate unicity and self-expression with “The unlimited power of beauty” slogan – perhaps a cliché’, perhaps an untiring slogan that never will cease to inspire worldwide women. With British photographer Nadine Ijewere and German filmmaker Jonas Lindstroem, the brands film tells the story about a girl turning into a woman, going through real life struggles, moments of joy, doubt, intimacy and sharing.  

“This campaign shows a new vision of women: more natural, more ‘real’, relatable, aspirational. It has a real message about self-identity and self-building, all without imposing standards to adhere to”, says BETC’s creative agency founder, Remi Babinet. 

The campaign film is accompanied by a series of advertising posters for the multiple brand’s departments, that state different bold-characters mantras showing diverse beauties in gender, age, style and race.  

In case of injustice, break glass.

Last week saw the launch of a new Guardian Weekly campaign aimed at growing the magazine readership post-Brexit.  

The campaign is taking place on the streets of Germany, its current largest EU market, and was ideated by The Guardian in-house creative team Oliver.  

Fire-alarm like boxes have been installed on advertising walls, and instead of containing a fire shutter, they enclose a copy of the Guardian Weekly. Chained to the box there’s a little hammer that allows passers to actually break the glass and take the copy inside. 

Spread across the city, the campaign features some of the most iconic covers from the last year with copy relevant to the themes found within.  

Sam Jacobs, Oliver’s creative director, said about the project “Our response presents the magazine in a dramatic way, inviting by-passers to arm themselves with the facts behind the most important global issues and be inspired to take action”. 

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