The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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About the Work
To raise awareness of UN Peace Day, Burger King did the unthinkable. On August 26th, 2015, they published an open letter 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. The letter invited McDonald’s to learn more at mcwhopper.com – an open hub of easy-to-share films, jpegs, GIFs, and hashtags, detailing proposals for logos, packaging, product, and staff uniform design, and plans for a pop-up restaurant. Every campaign asset was created to translate into multiple languages, for ease of global share-ability. The proposal was met by frenzied public support and the digital assets instantly spread worldwide. As a result, McDonald’s drew widespread criticism from mainstream and social media when they contentiously turned down the offer. This prompted tens of thousands of people to create, review, and share do-it-yourself McWhoppers.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Y&R / New Zealand
DAVID / Miami
Digital Agency
Resn / Wellington
Code & Theory / New York
Production Company
Assembly / Auckland
Flying Fish / Auckland
Liquid Studios / Auckland
Chief Creative Officer
Josh Moore
Creative Director
Tom Paine
Agency Producer
Liz Rosby
Sacha Moore
Melissa Logan
Content Strategist
Jono Key
Creative Team
Tom Paine
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