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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.

  • Wearable Billboards

Credits

Client

Country

Advertising Agency

Chief Creative Officer for Publicis Creative North America

Design Agency

Account Director

  • Amy Walloch

Account Executive Consumer Practice

  • Madeline Lupori

Account Supervisor

  • Allie Plantery

Account Supervisor Consumer Practice

  • Kevin Higley
  • Zoe Krey

Associate Brand Manager

  • Maggie Garcia

Associate Creative Director for Art

  • Rob McDowell

Associate Creative Director for Copy

  • Ben Doessel

Associate Director Client Strategy and Planning

  • Scott Bonner

Associate Manager of Public Relations

  • Ellie Moore

Brand Specialist

  • Deanna Moon

Chief Marketing Officer

  • Christina Clarke

Creative Director for Copy

  • Ben Pfutzenreuter

Creative Resource Manager

  • Karen Guerra

Director of Business Development

  • Brad Fishbain

Director of Project Management

  • Cyrus Karimi

Director of Public Relations

  • Megan Sprague

Director of Social Media Influencer and Partnership Marketing

  • Daylon Goff

EVP, Account Director

  • Bianca Bradford

EVP, Account Director

  • Bianca Bradford

EVP, Executive Creative Director

  • Mikal Pittman

EVP, Strategy Director

  • Christopher Bridgland

Garment Fabrication

  • Creative Promotional Products

Global Chief Creative Officer for Leo Burnett Worldwide

Interactive Project Manager

  • Shae Trissler

Junior Art Director

  • Sheldon Cheon

Junior Project Manager

  • Scott Kebler

Media Agency

  • Starcom

Photographer

  • Brian Sorg

Photography

  • ETC Creative

PR Agency

  • MSL

President

  • Dan Granick

Production Designer

  • Alex Alvarez

Retoucher

  • Scott Giannini

Retouching Company

  • Giannini Creative

Senior Account Supervisor Consumer Practice

  • Kathryn Peevey

Senior Art Director

  • James Lee

Senior Associate Client Strategy and Planning

  • Joshua Martinez

Senior Brand Manager of Brand Equity

  • Page Leahy

Senior Producer

  • Laurie Gustafson

Strategy Director

  • Casey Gilford

Supervisor Principle Trading

  • Erin O’Connell

SVP, Account Management

  • Patti Rossetto

SVP, Consumer Practice

  • Lynsey Elve

VP, Consumer Practice

  • Grant Keller

VP, Marketing Director of Brand Equity

  • Chad Scurlock

Website and Content Management Company

  • Prize Logic
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