This poster campaign ran simultaneous with the fully integrated McWhopper proposal, which was headline news and splashed across every social channel at the time. BK proposed the ultimate burger promo to McDonald’s – a mash-up burger created collaboratively and made available for one day only – Peace Day 2015. The proposal was engineered so that no matter how McDonald’s responded, the McWhopper would be activated by the people. The open letter directed readers to mcwhopper.com - a comprehensive online suite of assets that empowered the public to assemble and share the McWhopper themselves.

For context, view the case study here:

mcwhopperproposal.com