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ANDY Awards

Creative Award
New York, United States
Burger King + Peace One Day - "BIG MAC" by ANDY Awards 2016

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TitleBIG MAC
Agency
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 Print
Length
AI Description The advertisement prominently features a visually captivating image of a burger set against a stark red background. This minimalist design highlights the burger with its stacked meat patties, fresh lettuce, sesame seed bun, and melted cheese. The simplicity of the visual draws attention to the iconic product, suggesting a message of unity and collaboration. The ad references the historic collaboration proposal between Burger King and McDonald's to create a 'McWhopper', merging elements from both brands in honor of UN Peace Day. The photo and color scheme evoke a sense of modernity and bold innovation, aiming to make a strong visual impact while promoting peace and cooperation.