Title | MCWHOPPER |
Brand | BURGER KING |
Product / Service | FAST FOOD RESTAURANT |
Category | B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | Y&R NZ Auckland, NEW ZEALAND |
Idea Creation | Y&R NZ Auckland, NEW ZEALAND |
Media | Y&R NZ Auckland, NEW ZEALAND |
PR | Y&R NZ Auckland, NEW ZEALAND |
Production | FLYING FISH Auckland, NEW ZEALAND |
Contributing | RESN Wellington, NEW ZEALAND |
Contributing 2 | MANDY Auckland, NEW ZEALAND |
Contributing 3 | ASSEMBLY Auckland, NEW ZEALAND |
Contributing 4 | LIQUID STUDIOS Auckland, NEW ZEALAND |
Contributing 5 | MATCH PHOTOGRAPHERS Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Josh Moore | Y&R New Zealand | Chief Operating Officer & Chief Creative Officer |
Tom Paine | Y&R New Zealand | Creative Director |
Jono Key | Y&R New Zealand | Head of Planning |
Victoria Meo | Y&R New Zealand | Account Director |
Liz Rosby | Y&R New Zealand | Head Producer |
Sacha Moore | Y&R New Zealand | Agency Producer |
James Wendelborn | Y&R New Zealand | Senior Designer |
Marie-Claire Manson | Y&R New Zealand | Media Planner |
Nicky Greville | Y&R New Zealand | General Manager - Media |
Tom Paine | Y&R NZ | Creative |
The McWhopper proposal was spearheaded by mcwhopper.com, a multimedia toolkit of co-branded assets: staff apparel, signage, and a pop-up restaurant. Every asset was designed to be visually iconic and translate into multiple languages, for ease of share-ability. One such asset was the appropriately titled ‘How, where, why’ film, a short animated summation of the proposal, written for McDonald’s but targeting the masses. It detailed a short history of the ‘burger wars’, a call to arms from the founder of Peace One Day, and proposals for the McWhopper uniform, packaging and pop-up restaurant.