The McWhopper proposal, reduced to one product equation— Burger King / Y&R New Zealand; image via D&AD
Mcwhopper
- Brand:
- Burger King
- Agency:
- Y&R New Zealand
Timeless principle
Make the competitor’s response part of the campaign.
The idea
Invite McDonald’s to combine its Big Mac with the Whopper for one Peace Day burger.
Why it works
The proposal is easy to picture: one temporary restaurant, one Peace Day and a burger built from the Big Mac and the Whopper. By publishing the invitation as an open letter, Burger King makes McDonald’s response part of the work; acceptance creates the product, while refusal still creates the story. The hybrid name and split packaging turn an abstract truce into something people can immediately imagine ordering. Rivalry supplies the entertainment, but openness supplies the advantage: Burger King appears willing to suspend competition before anyone answers.
Tags
- Classic Print
- Outdoor
- Experiential
- Packaging
- PR
- Film
Gallery
Proposed McWhopper packaging The open letter to McDonald's
