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ANDY Awards

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

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TitleOlive Branch
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 Burger King print ad features a close-up image of a hand holding out an olive branch. The hand is wearing a Burger King branding ring, and the image symbolizes an offer of peace. This ad is part of a campaign that proposed a ceasefire between Burger King and McDonald's, encouraging collaboration in creating a symbolic mash-up burger called the McWhopper. The visual, clean and simple in design, reinforces the message of unity and collaboration, aiming to promote peace on UN Peace Day. The ad effectively uses minimalism to convey its powerful message of reconciliation and cooperation in a modern and elegant style.