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ANDY Awards

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

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TitlePeace Fingers
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 titled 'Peace Fingers' is a visually striking representation of a hand making a peace sign. The hand is adorned in a golden sleeve with intricate lace trim, suggesting elegance and regality. A Burger King ring is prominently featured on the finger, signifying the brand identity. The background is simple and clean, allowing the peace symbol to stand out and convey a message of unity and collaboration. The campaign was part of an initiative proposing a ceasefire of 'burger wars' with McDonald's to promote peace on UN Peace Day.