Y&R won a second Grand Prix—this time for the Media category—for its McWhopper campaign created by Y&R New Zealand for Burger King. The campaign picked up its first Grand Prix earlier in the Print & Publishing Category, as well as 4 Gold and 2 Silver Lions.
Code & Theory, Alison Brod Public Relations, The David Agency, Rock Orange, Turner Duckworth and Horizon also contributed to the campaign.
The campaign began with a print ad in The New York Times and The Chicago Tribune in which BK held out an olive branch to McD’s (for just a day, an offer that the competitor did not accept) and was surrounded by shareable content. It struck a chord with millions of consumers around the world, going viral, with nearly 8.9 billion media impressions, $138 million in earned media and a 40% increase in awareness of Peace Day. Around the world, people uploaded videos of their own McWhopper creations.
Jury president Nick Waters, CEO Dentsu Aegis Network, Asia Pacific cited the ingenuity of the campaign, featuring “a big brand taking on an even bigger competitor, moving quickly and being bold.”
Tony Granger, Global Chief Creative Officer of Y&R stated: “We are ecstatic to win a second Grand Prix for the McWhopper campaign tonight. Josh Moore, Tom Paine and the whole team at Y&R New Zealand were passionate and persistent — and it goes without saying that the campaign would not have taken flight without Burger King’s SVP of Global Brand Marketing, Fernando Machado. We thank him for his faith in the team and the power of a great idea.”
Last year, Y&R won the Media Grand Prix for Vodafone’s “Between Us” campaign.