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.
Category
CSR - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID
PO16043G
About the Work
On August 26th, 2015, Burger King did the unthinkable – they extended an olive branch to longstanding corporate rival McDonald’s by calling for a ‘burger wars ceasefire’. BK proposed that the two restaurants join forces to create a symbolic hybrid burger – the McWhopper – to raise awareness of UN Peace Day. The campaign was spearheaded by an open letter and extensive online activity, and supported by a global outdoor campaign that used sites in close proximity to McDonald’s restaurants.
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Y&R / New Zealand
DAVID / Miami
Production Company
Match Photography / Auckland
Chief Creative Officer
Josh Moore
Creative Director
Tom Paine
Designer
James Wendelborn
Photographer
Fraser Clements
Creative Team
Tom Paine
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