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Grand LIA - Print

Entrant: Y&R NZ, Auckland
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

Photographer: Fraser Clements

Production Company: SET Creative, Portland

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 on board and together the historic ‘Peace Day Burger’ was created and served on Peace Day 2015.