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Category
CSR - Integrated Branding / Integrated Branding
Annual ID
CP16016S
About the Work
On August 26th, 2015, Burger King did the unthinkable – they published an open letter in press, social, and outdoor, calling for a ‘burger wars ceasefire’ with longstanding corporate rival McDonald’s. BK proposed that the two restaurants join forces to create a symbolic hybrid burger – the McWhopper – to raise awareness of UN Peace Day. The letter invited McDonald’s to learn more at mcwhopper.com – an open hub of shareable content. The proposal was met by frenzied public support, so McDonald’s drew widespread criticism when they contentiously turned down the offer. This prompted tens of thousands of people around the world to take matters into their own hands by creating, reviewing, and sharing do-it-yourself McWhoppers on traditional and social media. Meanwhile, BK received unprompted responses from four other restaurants, and together they created the historic ‘Peace Day Burger’, a symbolic mash-up containing a key ingredient from each restaurant.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Y&R / New Zealand
DAVID / Miami
Design Firm
Turner Duckworth / San Francisco
Digital Agency
Code & Theory / New York
Resn / Wellington
PR / Marketing Agency
ABPR / New York
Production Company
Assembly / Auckland
Flying Fish / Auckland
Liquid Studios / Auckland
SET Creative / New York
Chief Creative Officer
Josh Moore
Creative Director
Tom Paine
Designer
James Wendelborn
Producer
Amanda Sasano
Agency Producer
Liz Rosby
Sacha Moore
Content Strategist
Jono Key
Creative Team
Tom Paine
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