While we celebrated Queen’s Birthday with a long weekend, Y&R was revelling over a Grand Effie win at the 2017 North American Effie Awards for ‘The McWhopper Proposal’.
At the 2017 North American Effie Awards Gala in New York on 1 June the campaign was awarded Grand Effie trophy, which recognises the best in show.
“McWhopper was the world’s most awarded creative campaign in 2016 and now for it to be recognised for its commercial success in the world’s largest consumer market is an absolute highlight for the agency” said Moore.
In the announcement, Vineet Mehra, EVP and CMO at Ancestry, member of the 2017 Grand Effie Jury and Effie Worldwide’s Board of Directors, said the campaign “proved once again that when agencies and clients exhibit shared courage to support a bold, insightful idea, the results can indeed be both creatively outstanding and indisputably effective - even against the greatest odds”.
A win for 'The McWhopper Proposal' comes after it was named a finalist for the award alongside the other top scoring Gold Effie Award winners including; Be the Match/space150 for ‘Be the Guy’; Seventh Generation/72andSunny for ‘How Seventh Generation turned the environment into a personal matter for millennial moms’; SimplyGo Mini/Ogilvy & Mather for ‘Breathless Choir – The triumph of the WHY over the WHAT’, with contributing agencies Carat London and FleishmanHillard; Lockheed Martin/McCann New York for ‘Lockheed Martin Field Trip to Mars’, with contributing agencies Momentum Worldwide, Universal McCann and Weber Shandwick; Donate Life America/The Martin Agency for ‘Even An Asshole Can Save A Life’; Office Depot OfficeMax/McCann New York for ‘The Co-Worker Collection’, with contributing agencies Merkle and AGAIN Interactive.
‘The McWhopper Proposal’ was taken to market by Burger King in 2015 in honour of Peace Day. In a series of videos and open letters in the New York Times and Chicago Tribute, the fast food chain invited McDonald’s to team up to create the ‘McWhopper’—a burger built for world peace.
The Grand Effie adds to an already sagging awards shelf for ‘The McWhopper Proposal’, which includes a Best in Show at the International ANDY Awards, an Axis Grand Prix and a number of Cannes awards including a Grand Prix.