• D&AD Awards 2021
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That Look From Popeyes

Award: Graphite Pencil

Graphite Pencil / Digital / Tactical / 2021

Award: Graphite Pencil

Graphite Pencil / PR / Reactive Response

Award: Wood Pencil

Wood Pencil / Direct / Acquisition & Retention

In January 2020, Beyoncé released a fashion collection with adidas. It sold out instantly. But not before fans noticed that the items looked nearly identical to the employee uniforms at Popeyes. That’s when GUT Agency jumped in with a shot-for-shot recreation of Beyoncé’s campaign, giving fans who missed out on her collection a chance to purchase the clothes that inspired it: the actual Popeyes employee uniforms. The result was a campaign that challenged the rules of fashion and saw everyday people paying the brand to become influencers.

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