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.
Learn more about The One Show 2026
Category
CSR - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16012B
About the Work
To raise awareness of UN Peace Day, Burger King did the unthinkable. On August 26th, 2015, they published an open letter via newspaper and Twitter, 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, translated into four languages. The proposal was met by frenzied public support and the digital assets instantly spread worldwide via social channels. As a result, McDonald’s drew widespread criticism from mainstream and social media when they contentiously turned down the offer via Facebook, prompting tens of thousands of people to take matters into their own hands by creating, reviewing, and sharing their very own do-it-yourself McWhoppers on Twitter, Facebook, YouTube, and Instagram.
2016 Awards
Total Points: 10
Bronze 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
Chief Creative Officer
Josh Moore
Creative Director
Tom Paine
Producer
Marie-Claire Manson
Nicky Greville
Agency Producer
Liz Rosby
Sacha Moore
Content Strategist
Jono Key
Creative Team
Tom Paine
Related Awards
