Burger King pitched a challenge for its biggest rival, McDonald's, to jointly create a #PeaceDay sandwich by mixing the ingredients of the legendary: Whooper and Big Mac.

Through an opportunity campaign on Facebook we enter, uninvited, in this dispute between McDonalds and Burger King and accept the challenge proposed by Burger King to create a sandwich together.

After McDonald's rejected Burger King's McWhopper Proposal, we gave a small fast food chain big-time publicity—driving 8.9 billion impressions and $138 million in earned media.

http://creativity-online.com/work/burger-king-peace-day-burger/43333

http://adage.com/article/cmo-strategy/burger-king-moves-forward-peace-day-burger/300188/

Role: Creator and Creative Direction