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ANDY Awards

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

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TitlePeace Dove
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 image portrays a pair of hands, adorned in what appears to be regal or historical attire, symbolizing a gesture of release or freedom. A Burger King ring stands out on one finger, hinting at the brand behind the concept. From the open hands, a white dove takes flight, embodying the message of peace and harmony. The simplicity of the white background enhances the focus on the act, creating a serene and symbolic visual. This print ad uses minimalist stylistic choices to emphasize the message of unity and collaboration in context with the Peace One Day campaign.