Titel | McWhopper |
Agentur | VMLY&R New Zealand |
Kampagne | McWhopper |
Werbende | Burger King + Peace One Day |
Marke | Burger King + Peace One Day |
Datum der ersten Ausstrahlung/Veröffentlichung | 2015 |
Geschäftsbereich | Gastätte & Schnellgaststätte |
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 |
Medientyp | Interaktiv |
Länge | |
Pop-up Aktivierung | DAVID |
Chief Creative Officer | Josh Moore |
Creative Director | Tom Paine |
Creative Teammitglied | Tom Paine |
Creative Teammitglied | Head of Digital Design |
Etatdirektor | Victoria Meo |
Designer | James Wendelborn |
Agency Producer | Liz Rosby |
Agency Producer | Sacha Moore |
Produzent Digital | Melissa Logan |
Produzent Digital | Head of Digital Design |
Medienplaner | Marie-Claire Manson |
Image Design | Assembly |
Produktionsfirma | Flying Fish |
Fotografie / Illustration | Fraser Clements |
Musik | Liquid Studios |
Tonstudio | Liquid Studios |
Post-Produktion | Mandy |
Digital Production | Resn |
PR | ABPR |
Digital | Code & Theory |
Media Director | Horizon |
Media Director | Rock Orange |
Pop-up Produktion | SET Creative |
Markenidentität | Turner Duckworth |
Director, Brand Management | Fernando Machado |
Chief Marketing Officer (CMO) | Eric Hirschhorn (Burger King) |
Unternehmensleiter | Bruin Maufe (Peace One Day) |