McDonald's apparently had its own plans for Peace Day.
After turning down Burger King's elaborate offer to collaborate on a McWhopper, McDonald's created a 30-second spot—which carries no McDonald's branding—to drive support to the United Nations' World Food Programme.
The spot, "Symbols," created by TBWA\Chiat\Day in New York, is part of the one-day campaign, which is meant to showcase how consumers can make a difference and support refugees and displaced people who are struggling to feed their families.
The campaign is a combined effort "championed first by McDonald's," says a press release, and supported by companies include Burger King, Cargill, DreamWorks Animation, Facebook, Google, MasterCard, McCain Foods, McDonald's, OMD, Twitter, TBWA and United Airlines.
"If anyone can help an international effort to help feed refugees and the fight against hunger, it's us," Steve Easterbrook said in a statement to USA Today.
The commercial, with a voiceover by Liam Neeson and visuals by graphic artist Noma Bar, is meant to highlight how war and hunger are connected as well as "the magnitude of current needs and how a donation to WFP can make a difference."
McDonald's is donating media in 38 countries for the spot and putting it on all of its social channels. Many of the companies involved have also uploaded the artwork associated with the campaign to their social media pages to boost awareness of the campaign that way.
"The private sector has a significant role to play in ending hunger and promoting peace," Jay Aldous, WFP director of private sector partnerships, said in a statement. "This global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people."
The WFP's emergency response fund will use the money raised by this effort to help its most critical operations, like those in Syria, Iraq, South Sudan and Yemen.
Further information was not immediately available, reps for McDonald's and WFP did not immediately respond to Adweek's requests for comment.
Burger King, meanwhile, went ahead with its post-McWhopper plan to partner with four other chains on a Peace Day Burger, available today.
Who's hungry for peace? #PeaceDayBurger#21Septpic.twitter.com/GV4yCBN0Kq
— Burger King (@BurgerKing) September 19, 2015CREDITS
Spot: "Symbols" for World Peace Day
World Food Programme:
Director: Tyler Guthrie
McDonald's
CEO: Steve Easterbrook
CMO: Silvia Lagnado
Senior Director, Global Brand Development: Matt Biespiel
Artist: Noma Bar
Narrator: Liam Neeson
Animator: Ale Accini
Agency: TBWA\Chiat\Day New York
Rob Schwartz – Creative Director
Melatan Riden – Art/Design Director
Daniel Sanders – Copywriter
Mike Malz – Designer
Anastasia Garcia – Social Content Manager
Kiyotaka Sumiyoshi – Motion Graphics Designer
Chad Hopenwasser – Head of Integrated Production
Jason Souter – Group Executive Producer
Dan Bradbury – Integrated Producer
Katie Porter – Senior Producer
Brittni Phillips – Production Associate
Olivia Whyte – Associate Producer
Debra Horvath – Head of Business Affairs
Jean-Marie Prenaud – President, International Accounts
Aki Spicer – Head of Digital Strategy and Content Planning
Edward Rogers – Account Director
Music: Elias Arts
Track Title: "The Promise of Peace"
Executive Producer: Joey Netter
Creative Director: Eric Ronick
Producer: Matt Phenix
Composer: John Kaefer
Audio Mix: Heard City
Executive Producer:Gloria Pitagorsky
Producers: Sasha Awn, Talia Rodgers
Audio Mixers: Evan Mangiamele, Dan Flosdorf, Jeremy Siegel