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The McWhopper Proposal
RAN IN: United States
Joshua Moore, CCO/CEO
Jono Key, Head of Planning
Tom Paine, Creative Director
Victoria Meo, Account Director
Liz Rosby, Agency Producer
Sacha Moore, Agency Producer
James Wendleborn, Senior Designer
Marie-Claire Manson, Media Planner
Melissa Logan, Digital Producer
DAVID The Agency
Code and Theory
In 2015, Burger King was outspent, underarmed and overwhelmed in the incredibly competitive fast food category. Our idea began with an open letter in the New York Times; a peace offering to our biggest rival. Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website. Although the offer was declined, the campaign was an overwhelming success - shifting all brand measures, selling a truckload of Burgers. Oh, and we helped World Peace, too...
Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED
Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);OOH;Billboard;PACKAGING;PR;PRINT;Newspaper - Print;PRODUCT DESIGN;SOCIAL MEDIA
Audience: Brand Influencers
Objectives: Build brand equity
Type: Business to Consumer