01 Sep Peace or Burger Wars?

Burger King’s McWhopper proposal to McDonald’s made headlines around the world last week. This quirky marketing tactic that created a huge amount of traction in social media.

The campaign, a collaboration by Burger King’s agencies around the world, coincides with, and supports, International Peace Day on 21 September. It caught our eye (literally) for its design, which was very well executed.

From the fancy one-page site, complete with embedded videos and “share” CTAs, to the full page ad in the New York Times, to the proposed packaging and staff uniforms; everything has been thought out and styled to make it as sharable and reportable as possible.

While ultimately there will be no McWhopper, Burger King’s challenger brand status has been cemented by this pitch.