Marie-Claire Manson
Senior Planner at YoungShand
Auckland, New Zealand, 新西兰
标题McWhopper
广告公司
广告战役 McWhopper
广告主 Burger King + Peace One Day
品牌 Burger King + Peace One Day
首次发布日期 2015
行业领域 餐馆与快餐
问题 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
媒体类别 互动
长度
Pop-up Activation
首席创意官
创意总监
创意团队
创意团队 Head of Digital Design
客户总监
设计师
广告公司制片
广告公司制片
数字制片
数字制片 Head of Digital Design
媒介企划
动画
制作公司
摄影
音乐
音效设计公司
后期制作 Mandy
Digital Production
PR
Digital
媒介总监
媒介总监
Pop-up production
Brand Identity
Director, Brand Management
Chief Marketing Officer (CMO)
Corporate Manager

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