Burger King + Peace One Day - "McWhopper" by ANDY Awards 2016
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Burger King + Peace One Day - "McWhopper"
- Brand: Burger King + Peace One Day
- Country: New Zealand
- Advertiser: Burger King + Peace One Day
| Title | McWhopper |
| Agency | VMLY&R New Zealand |
| Campaign | McWhopper |
| Advertiser | Burger King + Peace One Day |
| Brand | Burger King + Peace One Day |
| Date of First Broadcast/Publication | 2015 |
| Business Sector | Restaurants & Fast Food |
| Problem | On 26th August 2015, Burger King did the unthinkable. They published an open letter in traditional and social media, proposing a 'burger wars' ceasefire with longstanding corporate rival McDonald's. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD's drew criticism when they said no. Inspired by BK's instructional 'burger build' online film, tens of thousands of people took matters into their own hands by creating and sharing do-it-yourself McWhoppers on YouTube, Instagram, Vine, Twitter, Facebook, and mainstream media. Meanwhile, four other competitor restaurants raised their hands for peace and together with BK created and served the historic 'Peace Day Burger' on Peace Day, 21st September 2015. So far the campaign has received over 8.9 billion impressions, equal to US$139 million in earned media |
| Media Type | Digital |
| Length | |
| AI Description | The ad opens with a creative animated sequence where tools like spatulas and tongs float against a blue background, symbolizing the preparation of a new burger collaboration. As the frames progress, animated figures creatively assemble a burger, introducing the concept of the 'McWhopper.' This light-hearted and playful animation style continues, showcasing the proposed merging of Burger King and McDonald's iconic elements. Key phrases such as 'How, Where, Why' emphasize the ad’s message, urging unity and collaboration. Text graphics highlight the brands' influence and potential impact on making the world a better place. The ad features speech from Jeremy Gilley, founder of Peace One Day, resonating with the theme of corporate social responsibility. Bright colors, particularly red and yellow, dominate the aesthetics, aligning with the brand's color schemes. The ad concludes by encouraging McDonald's participation and expressing a vision of corporate partnership symbolized by a shared burger for Peace Day on September 21st. |
| Chief Creative Officer | Josh Moore |
| Creative Director | Tom Paine |
| Creative Team | Tom Paine |
| Creative Team | Head of Digital Design |
| Account Director | Victoria Meo |
| Designer | James Wendelborn |
| Agency Producer | Liz Rosby |
| Agency Producer | Sacha Moore |
| Digital Producer | Melissa Logan |
| Digital Producer | Head of Digital Design |
| Media Planner | Marie-Claire Manson |
| Animation/3D | Assembly |
| Production Company | Flying Fish |
| Photography / Illustration | Fraser Clements |
| Music | Liquid Studios |
| Sound Design Company | Liquid Studios |
| Post Production | Mandy |
| Digital Production | Resn |
| PR | ABPR |
| Digital | Code & Theory |
| Media Director | Horizon |
| Media Director | Rock Orange |
| Pop-up production | SET Creative |
| Brand Identity | Turner Duckworth |
| Director, Brand Management | Fernando Machado |
| Chief Marketing Officer (CMO) | Eric Hirschhorn (Burger King) |
| Corporate Manager | Bruin Maufe (Peace One Day) |
| Pop-up Activation | DAVID |