On 26th August 2015, Burger King audaciously invited McDonald’s to collaborate on a truly one-of-a-kind product: The McWhopper. The proposed mash-up burger would combine key ingredients from each restaurant’s signature product, The Big Mac and The Whopper, to be prepared and served on one day only, United Nations Peace Day, 21st September 2015.

This billboard showed the Burger King’s regal arm releasing a peace dove to McDonald’s right in their own backyard, and ran simultaneous with the fully integrated McWhopper proposal which was headline news and splashed across every social and mainstream media channel at the time. As per the rest of the campaign, the intriguing gesture inspired passers-by to share photos of the site on social media and PR.

For context, view the case study here:

mcwhopperproposal.com