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Non-Traditional
Branded Content
Gold Winner
Burger King
- "McWhopper"
Corporate Name of Client: Burger King Corporation
Client Marketing Director: Fernando Machado
Media Company: Y&R Media, Auckland
Media Planners: Nicky Greville/Marie-Claire Manson
Agency Account Director: Victoria Meo
Agency Planning Director: Jono Key
Agency: Y&R NZ, Auckland
Chief Creative Officer: Josh Moore
Creative Director: Tom Paine
Head of Production: Liz Rosby
Agency Producers: Sacha Moore/Melissa Logan
Production Company: Flying Fish, Auckland
Production Company: SET Creative, Portland
Photographer: Fraser Clements
Design Company: Turner Duckworth, San Francisco
Senior Designer: James Wendelborn
Digital Company: Resn, Wellington
Social Media Company: Code & Theory, New York
VFX Company: Mandy VFX, Auckland
Animation Company: Assembly, Auckland
Sound Design Company: Liquid Studios, Auckland
Description of the Project:
To raise awareness of United Nations Peace Day, Burger King published an open letter in press and social media, calling for a ‘burger wars ceasefire’ with corporate rival McDonald’s. BK proposed the two restaurants join forces to create a symbolic hybrid burger – the McWhopper. The letter invited McDonald’s to learn more at mcwhopper.com – a hub of shareable content, supported by print and outdoor. When McDonald’s contentiously turned down the offer, tens of thousands of people created and shared DIY McWhoppers online. Meanwhile, four other restaurants got onboard and together the historic ‘Peace Day Burger’ was created and served on Peace Day 2015.