Cannes Lions

McWhopper 'do it yourself' tutorial

Y&R NZ, Auckland / BURGER KING / 2016

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On 26th of August, 2015, Burger King called for a ‘burger wars ceasefire’ with longstanding corporate rival McDonald’s. BK proposed that the two restaurants join forces to cook and serve a symbolic mash-up burger – the McWhopper – to raise awareness of Peace Day. To encourage the creation of do-it-yourself McWhoppers, BK created an online ‘Burger Build’ film – an instructional step-by-step guide to building the McWhopper. Instead of a conventional CG treatment, we opted for ‘handcraft’ style, using traditional in-camera hand animation. We made tabletop sets and mechanical machines to create the text animation and to combine the two burgers together, all done for real in camera. Everything you see is the result of painstaking collaboration between production design, food styling, camera and lighting. Sure enough, the film helped fuel a frenzy of conversation and the creation of ‘do-it-yourself’ McWhoppers became an online cultural phenomenon.

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