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CANNES, France—Y&R New Zealand's cheeky recipe for the "McWhopper"—a sandwich that Burger King proposed to collaborate on with McDonald's, but which didn't actually happen—won the Grand Prix in the Print & Publishing competition at the Cannes Lions Festival here tonight.
Last August, BK purchased a full-page ad in The New York Times and the Chicago Tribune, inviting McDonald's to create the cross-brand burger in honor of Peace Day on Sept. 21.
"We know we've had our petty differences," the copy said, "but how about we call a ceasefire on these so called 'burger wars'? … We'd like to propose a one-off collaboration between Burger King and McDonald's to create something special—something that gets the world talking about Peace Day.