|McWhopper Wins Print, a Category 'Trying to Find Its Feet'
Burger King's McWhopper effort, created by WPP's Y&R New Zealand, bagged the Grand Prix in the Cannes Lion International Festival of Creativity's Print & Publishing category.
The campaign, which invited Burger King's archrival McDonald's to make peace by uniting a Big Mac and a Whopper, eventually spread around the globe and involved six other agencies. McDonald's said no to the McWhopper idea, but others, including Denny's, Krystal, Wayback Burgers and Giraffas, joined Burger King to create the "Peace Day Burger."
The McWhopper effort has done well on the awards circuit this year. It helped make Y&R New Zealand become the most-awarded agency at the D&AD Awards in London and took home the Grandy at the International Andy Awards in New York.
But good news for Burger King doesn't necessarily translate to good news for the category.
Print advertising, once the most important medium for marketing messages, is going through an awkward phase. According to Print & Publishing Jury President Joji Jacob, group executive creative director of DDB Group Singapore, print "is not going to die" -- it's scary how often people involved with print feel a need to say this -- but it is "trying to find its feet" in the "age of distraction."
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This was originally published on AdAge. A link to the original story follows this post.
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