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Category
Innovation - Innovation in Public Relations / Innovation in Public Relations
Annual ID
PR16067M
About the Work
To raise awareness of UN Peace Day, Burger King did the unthinkable. They published an open letter calling for a ‘burger wars ceasefire’ with corporate rival McDonald’s. BK proposed that the two restaurants join forces to create the McWhopper - a symbolic hybrid burger. The letter invited McDonald’s to learn more at mcwhopper.com – a media kit in disguise. 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 newscasters, current affairs shows, bloggers, and everyday consumers to take matters into their own hands by creating, reviewing, and sharing DIY McWhoppers through traditional and social channels. 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, served on Peace Day 2015.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Y&R / New Zealand
DAVID / Miami
PR / Marketing Agency
ABPR / New York
Chief Creative Officer
Josh Moore
Creative Director
Tom Paine
Agency Producer
Liz Rosby
Sacha Moore
Content Strategist
Jono Key
Creative Team
Tom Paine
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