• D&AD Awards 2021
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Wearable Billboards

Award: Graphite Pencil

Graphite Pencil / Press & Outdoor / Tactical Poster Adverts / 2021

Award: Shortlist

Shortlist / Press & Outdoor / Innovation

How does a growing chicken wing brand compete with the million-dollar billboard budgets of big fast-food companies? By letting its outspoken fans wear the messages instead. One thousand sweatshirts with brand messages were gone in seconds and worn with enthusiasm. Fans everywhere got to feel like brand influencers, earning big rewards when they got on TV and livestreams, and ultimately getting the messages out to millions – even hijacking live broadcasts on ESPN and TBS. The stunt proved that fans were more cost-efficient than the average billboard, costing 94% less per impression.

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