BURGER KING: MCWHOPPER PROPOSAL
World Peace Day is a very important day on the calendar. It's a day where the ideologies of Peace are actualized. Peace One Day is a major charity whose sole purpose it to activate and bring to life the true meaning of Peace throughout the world. In 2015, Burger King offered to help promote this day and the Peace One Day organization with one simple, bold idea.
Case Study Video: Courtesy of Y&R NZ
It all started with a letter...
Burger King delivered an open letter to McDonald's via social media (Facebook and Twitter) and in press (The New York Times and The Chicago Tribune). The letter proposed the two restaurants set aside their differences and for one day (World Peace Day 2015) create and distribute the ‘McWhopper’.
Although McDonald's were quick to decline, the tweeters, facebookers and web-at-large immediately embraced the campaign. By the end of the first day thousands upon thousands of DIY McWhoppers have been made around the world. Instantly making the McWhopper a reality and internet sensation.
Although all the social pressure didn't manage to sway McDonald's, it did encourage other competitors to offer the olive branch and join in the peaceful project. Denny's, Krystal Burger, Wayback Burger, and Giraffas all jumped in on the idea - Denny's even went as far as to create a TV Commercial to submit their proposal.
The combined effort led to the Peace Day Burger. A burger made from all the best bits of each brands burger and given out on Peace Day in a pop-up location.
SOCIAL/DIGITAL RECOGNITION:
2017 Effie Awards: GRAND TROPHY
2017 Effie Awards: GOLD TROPHY - Restaurants
2017 Effie Awards: SILVER TROPHY - Carpe Diem Products
2016 Cannes Lions: GOLD - Direct (Integrated Campaign led by Direct)
2016 Cannes Lions: GOLD - Integrated
2016 Cannes Lions: SILVER - Direct (Co-Creation & User Generated Content)
2016 Cannes Lions: BRONZE - Cyber (Co-Creation & User Generated Content)
2016 Cannes Lions: BRONZE - PR (Co-Creation & User Generated Content)
2016 One Show: SILVER - Branded Entertainment
2016 One Show: SILVER - Cross Platform
2016 One Show: BRONZE - Social Media
2016 D&AD: YELLOW PENCIL - Integrated & Innovative Media (Earned Media)
2016 D&AD: YELLOW PENCIL - Use Of Integrated Media
2016 D&AD: YELLOW PENCIL - Direct Integrated Campaign
2016 D&AD: YELLOW PENCIL - Digital Marketing
2016 D&AD: GRAPHITE PENCIL - Integrated & Innovative Media (Integrated)
2016 Andy Awards: GRANDY 'Best In Show' Award
CREDITS (Agencies: Y&R NZ, Code & Theory, David and ABPR)
Code & Theory Credits:
Creative Director: John Long
ACD: Katherine O'Brien and Adam Lock
Senior Art Director: Kate Ebert
Senior Writers: Mike Latshaw and Conor Champley
Designers: Daniel Nosonowitz, Chris Szeto and Riley Walker
Agency: Code and Theory
Client: Burger King